Email Beats Social for Online Influence

While Facebook may allow online influencers to reach large numbers of people, email is more efficient, as a larger proportion of the people reached via email actually become customers, according to a new study of social referral marketing campaigns by SocialTwist, titled “The Connected Consumer: Brand Advocacy Trends from 100+ Social Campaigns.”

 

SocialTwist looked at 119 social referral campaigns run over an 18-month period by leading brands and companies, including Sara Lee, Kimberly-Clark, Barnes & Noble, Unilever, Western Union, and MetLife. In each campaign, consumers were invited to share marketing messages, including special offers and coupons, with their circle of friends via a variety of channels, including social media and email.

 

Overall 3.2 million consumers participated in the social referral campaigns tracked by SocialTwist; of these, roughly 600,000 (19%) became influencers by choosing to share messages, and each influencer reached an average of 15 other consumers, for a total of nine million new consumers reached via social referral. However, only about 300,000 out of nine million (3%) actually converted to become new customers.

 

Different referral channels produced markedly different results, according to SocialTwist. For example, email was the favorite channel used by participants, with 55.4% of influencers sharing marketing messages via email, compared to 41.8% who used Facebook. On the other hand, Facebook was the most effective channel for reaching large numbers of people, accounting for 85.1% of all the new consumers reached, compared to 12.4% for email.

 

But email far excelled at conversion: among the 300,000 who converted to become new customers, 50.8% were reached via email, compared to 26.8% for Twitter and 22% for Facebook. Email fared especially well in certain categories, accounting for 62% of new customer referrals in financial services and 60% in retail.

Recommend (39) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
1 comment about "Email Beats Social for Online Influence".
Check this box to receive email notification when other comments are posted.
  1. Kurt Johansen from Johansen International, October 8, 2013 at 8:39 p.m.

    Well crafted email messages which recipients welcome will always appeal. Discovering what these are for your lists is what is most important. If you wish action to be taken then email is King. Kurt Johansen - The Email Marketing Guy - http://www.kurtjohansen.com