The impact of social media on e-mail marketing

Share this content:

People have quickly become comfortable communicating through social Web sites, such as MySpace, Facebook and LinkedIn. It's impossible to say that our increased usage of social media hasn't had an impact on e-mail communication.

However, rather than rush to the assumption that social media is killing e-mail, marketers should instead consider the principles driving interest in social media. They may discover that not only is there still a place for e-mail, but also an opportunity to leverage social media within their marketing programs.

Social networking sites come in all shapes and sizes, from flashy networks like MySpace to business-oriented networking sites, such as LinkedIn. Whatever the network, the prevailing ideas behind the success of these social sites are user control and self-expression - who the user connects with (or doesn't connect with), when they choose to communicate, what information they select to see and how they elect to present themselves.

Today's younger generation is the single best predictor of future behaviors. And right now they are leveraging multiple social Web sites: MySpace and Facebook to chat with friends, Evite to send party invitations and LinkedIn to stay front and center for new business relationships. E-mail for these users has become a tool used strictly for the purpose of collecting business information - special offers, promotions and business information.

Both LinkedIn and Facebook are great examples of the ways that people are leveraging social media for their business needs. I regularly receive messages through my LinkedIn contacts about new ventures, Q&A on industry-related topics and new business opportunities. I'll receive the same kinds of messages through my Facebook account.

Social sites like LinkedIn also allow you to keep track of your extended network. Updating colleagues around the world about your new job no longer requires e-mail, only a mere update to your profile.

So what does this mean to e-mail marketers? As we increase our usage of social networks, our use of e-mail will inevitably decline, reducing the success of e-mail marketing campaigns. Marketers need to take the time to understand what sites their users are comfortable in and then evaluate marketing opportunities in those spaces.

This doesn't mean e-mail is dead. Instead, marketers will be forced to think more strategically about their e-mail marketing programs, and then develop more segmented, relevant and personalized messages.

Loading links....

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here