Social Media Makes Email Even Stronger

Marketing podcast with Gail Goodman (Click to play or right click and “Save As” to download – Subscribe now via iTunes

nutshellThis week’s guest on the Duct Tape Marketing podcast is Gail Goodman, Chairman, President, and Chief Executive Officer of leading email marketing service provider Constant Contact.

Over the last year or two email marketing has taken a back seat to social media in terms of buzz. However, during the recession, firms that had a solid relationship with an audience via email held a much stronger position. Email marketing still produces the highest ROI of any online marketing tactic.

Commercial e-mail returned a whopping $43.62 for every dollar spent on it in 2009, according to the DMA’s just-released Power of Direct economic-impact study—an effort the trade organization publishes every year at its annual fall conference.

A funny thing happened on the way to increased social media usage too. Instead of spelling the end to email, it actually caused an increase in the inbox. A great deal of social media activity still revolves around the email inbox.

I frequently field questions from audiences about whether social media has replaced email and I think the answer is that social media and email play very well together and, in fact, email has only become more important. Social media makes email even stronger and, when used correctly, email can make your social media efforts even stronger.

To that end, email service providers are looking for ways to help customers more fully integrate their social media usage with email marketing. Constant contact has added event marketing with plenty of social features and recently purchased Nutshell Mail a tool that brings a summary of your social network updates to your inbox in a single email on your schedule.

I spent some time recently with ExactTarget, an enterprise email service provider. ExactTarget’s purchase of CoTweet, a social media monitoring and management tool is further sign of the growing integration of email and social.

This trend will continue so while I’m a big fan of growing your friends and followers, get that email subscriber list built for the long term.

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  • Justin Popovic

    Very interesting. I still have to listen to the podcast but I wanted to chime in ahead of time. I was glad to read this report and know that all of my efforts developing my list are likely not gone to waste. I still have to figure out a way to integrate my list with my social profile but I think some of these tools will come in very handy.

  • Craig

    Is the social media hype causing more non used emails when people sign up. I notice our social media database response is less now which means i guess that people are using the email addresses they entered when joining the social media sites for risk of being spammed?
    Just my 2 cents worth

    Cheers Craig

  • michaela02

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  • VBP OutSourcing

    This is interesting. I feel as though email marketing can pick up the slack in certain areas and social media in others. I do agree that social media may be making email stronger, as it provides companies with greater presence, which may generate a greater response. In the meantime email marketing will continue to thrive and do well.

  • Rob

    Can someone recommend a reliable provider to manage an email database please in particular somebody who is not that offay with email marketing . I run a dog kennel and want to market to my clients Cheers Rob

  • E2 Solutions

    I also agree email marketing is still an strong pillar to build a relation with customers and also helps you to get new customers.

  • LEADSExplorer

    “Commercial e-mail returned a whopping $43.62 for every dollar spent on it in 2009″
    Doubting this amount as you need so many email addresses (hundreds) to have one success. Are the costs of maintaining the data bases and the cost of acquiring new email addresses included ?

  • SEO India

    Very Interesting Post I Agreed with you

  • kellybriefworld

    Just a few weeks or months ago, the death of email (as caused by the rise of social media sites) was predicted; but this post clearly shows that email is not going anywhere, at least not anytime soon. In fact, it may even be stronger than ever – despite of, or because of social media sites. The latest development – the integration of social media and email will surely be a useful tool, particularly for businesses. Still there are risks to consider when using social media and email. ectly understandable though since accessing social media sites puts a company's network at risk. To help you understand the issues surrounding social media sites in the workplace heck out: “To Block or Not. Is that the question?” here:

  • Mike

    Thats true, separate accounts are created which i have seen like socialmedia@ (if you are a company)

  • filsbrun

    How it all up now?
    I need friends' support.
    Bright day, thank you.