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Social outreach via e-mail high on marketers’ agenda

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New York—E-mail marketers are planning to sharply increase their use of social media integration this year, according to a new study from marketing research company Econsultancy.

According to the company’s “E-mail Marketing Industry Census 2010,” 60% of marketers plan to include “follow us” links in their commercial e-mails this year, compared with 34.9% that did so in 2009. Also, 64.2% intend to add sign-up forms on Facebook fan pages, compared with 30.7% last year; 53.3% will place a link to each e-mail message on social media pages, versus 25% in 2009; and 47.2% will include share options in e-mails, compared with 25% last year.

E-mail marketers also will be aggressive in adopting advanced database segmentation this year; 42% of respondents plan to better segment their e-mail lists, adding to the 24% who already do so.

About 900 people responded to the online survey, which was conducted in January and February.

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