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According to a study conducted by ExactTarget, 40 per cent of the consumers visit different social networking sites like Twitter and Facebook for supplementing the information, news or special offers and deals, which they receive through email marketing.
Reports of ExactTarget states that consumers does not completely trust a single medium of information, so they are using different medium like Facebook and Twitter to be completely well-informed about the offers, to meet their specified objectives.
Brand building and creating a definite brand identity is the top most priority amongst every marketer. And retaining that identity in the mind of the consumer should be the second most important objective for a marketer. Therefore, the e marketers are determined to take steps for retaining their identity. Reports of ExactTarget states that, consumers are getting involved with one brand or the other each day on these networking sites.
As per the statistics, 90 per cent of the consumer who “likes” a brand or is added in the “Fan” list of a particular brand, receives at least one email marketing mail as per permission every day. And 75 per cent of the customer who follows a specific brand on Twitter, also subscribe to at least a single brand for email marketing.
With increasing popularity of social networking sites amongst the Netizens, the e marketers are also strategizing to incorporate social media with email marketing. It will be very useful approach towards increasing the exposure for a specific brand.
Twitter plays an important role here as almost half of the customer is engaging with different brands using this site and by reading tweets posted by different people. As per homemakers, 45 per cent of them are added in the “Fan” list of at least 10 brands through Facebook and follow nearly 10 branded companies over Twitter and are ought to receive at least 14 email marketing mails from these brands daily. Whereas 33 per cent of the consumers relates themselves with Info Seekers and are highly attracted towards product reviews and other related information.
More than one fourth (28 per cent) of the consumer under 25 years of age, identify themselves as “social butterflies”. Most of the brands are adorned by them and are added to their “Fan” list, as they are the ones who tend to be more stylish and brand specific. Most of the buying through email marketing is done by this age group.
