Yoav Tchelet
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The Benefit of Integrating Social Media in Email Marketing

E-Mail marketing has become as ubiquitous as having a cellular phone – not quite sure which one is more irritating though.

What sparked my interest this week is the release of in-depth research by Email Marketing company, Get Response.

I will quote directly from the Get Response Blog – which you can read more about here.

The research analyzed 500 million emails sent by 19,149 GetResponse customers in order to capture and report on social media integration and sharing frequency, individual preferences, and campaign results. The study tracked emails using Twitter, Facebook, MySpace, LinkedIn, and Digg, with some surprising results. Remember that almost 88% of respondents in our “GetResponse Email Marketing Trends Study indicated they would increase social media sharing in 2010? Curious as to the actual results for the first half of 2010? Find out by reading our report today, but in the meantime…

Social Media Integration Highlights

•    Emails that included at least three social sharing icons generated over 55 percent higher CTR than messages without any sharing options!

•    Twitter was the most popular social sharing option, included in 67.2 percent of all social emails; Facebook came in a close second at 62.7 percent.

•    Almost 19 percent of SMB marketers (GetResponse users) used the Twitter integration feature (linked their campaigns to Twitter) at least once. Only 13.5 percent included social sharing options.

This is quite interesting as most marketers overlook the importance of integrating the social media function of the marketing mix with email marketing.

I think this research proves quite conclusively the benefits of doing something so small that can yield great results. Although I must state that the research done is not independently verified or audited – but Get Response has been around for quite a while and has a good reputation as a company.

Try it and see if it works for your company?

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