We’ve spoken extensively in all our blog and resource articles about the exponential growth of social networks. Social networks are here to stay and the potential to use these channels to market products and brands is a given but something that needs to be highlighted is that other, more traditional channels such as email marketing, remain important now and well into the future.
Illustrated below is a chart showing the frequency at which both users and non-users of social media access their email. What it shows is that for those who access their email very frequently during the day, there is a greater frequency by social media users.
This is great news for email marketing campaigners who may have been despondent at the growth of social media.
Email marketing as a marketing channel has not been eroded as social media users tend to access their email regularly during the day to receive email notifications from social media channels. Social media users largely use the same email address for social media as well as standard email communications. The study by Merkle, published by eMarketer shows that 63% of social media users use the same email address so the scope for email marketing to remain successful is high.
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