The Tweet (and Re-Tweet) I received most this week originated from Sunday’s #blogchat on Twitter with Mack Collier and his guest, Chris Brogan. In this #blogchat, there were over 4000 tweets from 800 contributors to 1 Twitter site in 1 hour. It was a speed that would make Evelyn Wood dizzy.
The Tweet/Re-Tweet was: “93% of people opt into msgs via email versus 19% in FB and 5% in Twitter (I might be wrong on FB but it’s less than 30%).” In a related tweet, e-mail was referred to as the “#1 social network.”
Touche e-mail marketing. Too bad social media. If you thought social media was a threat to e-mails, think again because:
- The gap is huge
- E-mail marketing is a 1-to-1 relationship vehicle; social media is 1-to-many
- The opt-in numbers suggest subsequent actions such as requests for more information, conversion and, of course, sales will be much, much greater with e-mail than social media
But, is this a competition or a collaboration? Another perspective is it’s a sign of progress because:
- E-mail and social media are now part of the same relationship marketing consideration set
- One builds off the other. E-mail often works off a list of known customers and prospects; social media adds incremental outreach, new leads and brings out advocates
- Duplication adds frequency, essential to getting someone to take action
- Opt-in progress of social media is encouraging considering its relative newness as a marketing channel
- Using both is going to give reach and impact a boost
According to comScore, Facebook now draws 145 million unique visitors monthly and Twitter gets 24 million uniques per month; 29% who use the service for retail purposes. So, even though the opt-in percentages are much smaller, the reach potential is substantial.
Since people took an interest in this issue, do you have a particular opinion? Do these numbers surprise you? Do they cause you to choose one over the other or show the value of integration?
If you don’t know about #blogchat, it’s about the best hour you could spend on a Sunday evening. It’s at 9 pm EST on Twitter at #blogchat. And Mack does a great job, both as host and giving great value to his audience. If you don’t know about Tweet Chats, they’re a great source of learning, networking and are usually good fun. Here’s a brief definition.