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Study: Marketers integrating social media, e-mail at rapid pace

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Indianapolis—A dramatically increasing proportion of e-mail marketers plans to bridge the gap between online social networks and their e-mail marketing campaigns this year, according to a new study.

Joint research by Ball State University, e-mail solutions company ExactTarget and e-mail networking association E-mail Marketer’s Club found that 46% of e-mail marketing campaigns will use social media and e-mail in tandem this year, compared with just 13% of all campaigns last year.

The study, results of which were released in a white paper titled “Expanding the Reach of E-mail Through Social Networks,” was based on an online survey of 351 e-mail marketers in March.

While the success of this form of integration remains largely uncharted, ExactTarget said, marketers that are able to align their messaging with the distinct mindset of social network participants have the opportunity to build a quality following in these environments.

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