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Social Media: Email still Dwarfs Social Tools in Marketing Effectiveness
It’s not time just yet to write off email as a key marketing tool in favor of newer social media options. A recent study by management consultants McKinsey & Company found that email is actually 40 times more effective in generating responses to marketing. In fact, the report found that email has actually improved it’s efficacy over social media over the last two years.
The report notes that “Investments in these new channels are absolutely necessary for marketers to make increasingly sophisticated use of social networks and other channels to engage with consumers and convert interest to sales. However, marketers shouldn’t be too hasty in shifting budgets away from e-mail—they just need to take a few steps to harness the full power of the inbox.”
Three recommendations from McKinsey about how to increase the effectiveness of an email marketing campaign are the following:
- Optimize landing pages. This will improve the overall customer impression of your product. It will also improve conversion rates.
- Conduct regular reviews of email marketing campaign results to better understand customer likes and dislikes. This can help identify trends and improve conversion rates.
- Personalize the content of the email messages to make the emails stand out from the other emails and appeal to the reader on its uniqueness.
