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

The Largest Canadian Infrastructure Project in History Goes Ahead
Visit ADIPEC 2018 to source 1000s of products and services for the oil and gas industry
Where is healthcare going. Get the Report
20 Percent OFF Tuesdays for MyCLUB
Win a trip to San Francisco with du Tuesday
FM EXPO - open today from 10:00 - 19:00
Securing The Enterprise From Mobile Malware
Join the largest retail gathering in the Middle East
Find out who is attending the technical conference at ADIPEC 2018
Morning Roundtable Series on Emerging Trends in Intellectual Property (IP) Rights with The White Houses IP Enforcement Coordinator, September 26, 2018
Schlumberger joins list of global partners supporting UIOGS 2018
10th Amcham Abu Dhabi Annual Roundtable Summit
GPEX 2018 Opens Next Week
Establishing a Long Term Vision for Abu Dhabi Energy Sector
Registration for ADIPEC 2018 and connect with the worlds leading oil & gas organisations
Spend overseas with RAKBANK Mastercard and win $2,500 every week
Waste and Recycling at a glance
UAE Labour Law Workshop
Measuring what matters: Wellness at your workplace - Oct 1 - H Hotel
Schedule at Gastech 2018
3rd Annual GCC HVAC Summit and Awards
Call for speakers, Seamless Retail and E commerce Middle East 2019
Learn about North Americas gas and LNG industry in this 30-minute webinar
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