Survey: Email Is 40 Times More Effective Than Facebook and Twitter

What? You've opened up that thing called "Outlook Express," and you're writing an email?

Surely you know that this form of marketing and communications is as pass? as floppy disks and cell phones the size of Shaquille O'Neal's shoe.

Or is it? Now comes a McKinsey & Co. survey stating that email is a far more effective way to acquire customers than all that tweeting and posting and "liking" you're doing on social media--nearly 40 times more than Facebook and Twitter combined.

"If you're wondering why marketers seem intent on e-mailing you more and more," McKinsey states, "there's a simple explanation: it works."

That explains our inbox.

We learned of the McKinsey survey through a post by Technorati writer Kaleel Sakakeeny, who adds that email's advantage holds "if your goal is to acquire customers, and not just share the latest family news or travel experience."

Depending on your perspective, McKinsey's report may be earthshaking or simply what you've been telling everybody for years.

Dawn of the social media age

Since the dawn of the social media age, back when wooly mammoths roamed the plains and fur-clad hunter/gatherers crouched around the campfire tweeting selfies, contrarians have touted the necessity of email.

Ancient seer Jeremiah Owyang argued in 2009 that email was "the first--and largest--social network." And cave scratchings in the form of a HostPapa infographic indicate that the bloody clash between email and social media was a matter of discussion way back in 2012.

More recently, Hospitality Net in December awarded three of a five-round match to email in an article titled "Email vs. Social Media--Which One Deserves Your Marketing Dollar?

"While there is a lot of hype around social media when it comes to usage, email wins hands down," author Madigan Pratt asserts in a piece for the hotel industry.

Still, McKinsey's research chops make its contribution to the debate significant. In its post, authors Nora Aufreiter, Julien Boudet, and Vivian Weng offer three tips for those marketing or communicating through emails. Among them: "Focus on the journey, not the click."

"Customized landing pages--which send the user directly to the item or offer featured in the e-mail--can increase conversion rates by more than 25 percent," the authors write. "And don't forget mobile. Nearly 45 percent of all marketing e-mails today are opened on a mobile device."

Tough luck for those smartphone users can't be bothered to sit at a computer, right? They irritate everybody playing Annoying Orange's Splatter Up during memorial services and symphony performances, anyway. Who needs them?

Well, shrug them off at your own risk, McKinsey says.

"Google says 61 percent of users are unlikely to return to a mobile site they had trouble accessing," the article states. "And, even worse, 40 percent visit a competitor's site instead."

Sounds like its time not only to rethink your social media vs. email practices, but to your mobile strategy and landing pages as well.

Read the rest here.




MORE NEWS

Want to network with all of West Africas oil and gas community under one roof
Gas and renewables to feature more prominently in South Africas updated Energy Plan - Hear more at the DLO Africa Power Roundtable London October 2018
Play Fun and Exciting Games throughout the Evening and Win Many Fabulous Prizes
Gas Indonesia Summit & Exhibition From 1-3 August 2018
CUPET International Bid Round
Join KNPC, KOC, Saudi Aramco, at the World Digital Refineries Congress
Join The Most Senior Line-Up Of Gas & LNG Leaders At Gas Indonesia Summit and Exhibition 2018
Security Concerns Around IoT; Cloud Readiness & Compliance Gaps
SNC-Lavalin signs exclusive agreement with Florexx International Investments LLC to deliver Advanced Topping Refinery in the UAE
Get recognised for your achievements at ADIPEC Awards 2018, submit an entry today
East Africa Oil & Gas Summit Opening Next Week
You are invited to MENAs largest stone trade fair (Sep 4-6, 2018) in Dubai
South African Minister of Energy backs Future Energy Africa 2018
SNC-Lavalin signs exclusive agreement to deliver a major project in Oman
Have you secured your exhibition stand at Gas Indonesia Summit and Exhibition yet
SNC-Lavalin awarded district cooling scheme contract in Makkah, Saudi Arabia
Exhibit at ADIPEC 2018, the driving force behind tomorrows oil and gas partnerships
Global industry gathers at the 5th Anniversary East Africa Oil and Gas Summit and Exhibition
Future Energy Asia - Asias Integrated Oil, Gas and Energy Event of 2018
Summer Camp at Al Habtoor City Tennis Academy
10 Social Media Mistakes to Avoid at all Costs
SNC-Lavalin awarded Wasit Gas Plant installation contract by Saudi Aramco
E-Showroom from SIO365
How Businesses Are Saving Big With Publish-Ready Content
The essential March highlights of Gastech Insights
The Arab Women in Leadership and Business Summit 2018, April 25-26, 2018
Look the other way: Is ignoring the competition really the key to success
Get your exclusive pre-sale tickets to see Ghost The Musical at Dubai Opera
SpiceJet: Adding more delight to your flight. Hurry, Book Now
Africa Islamic Finance Forum Opens Next Week - Last Chance to Book Your Place
Home Awnings and Commercial Awnings Suppliers
Handyman Dubai Services
Emerging as a Leading Digital Marketing Agency for the UAE
Its time to be inspired at ATM 2018
Invitation: Morning Briefing with Miral, February 28, 2018