Social Medias' Impact on Email Subscriptions

"S-Net: The Impact of Social Media" is conducted so that we can gain a better understanding of how marketers can take advantage of emerging opportunities in the social media space by determining how various consumers use social networks in their daily lives. One opportunity we felt marketers could take advantage of was offering consumers the opportunity to opt-in through social networking sites to receive regular e-mail communications. More importantly, we felt that social media could really be leveraged to assist a wide range of marketers in their efforts to strengthen their e-mail lists. As it turns out, so did social media users.

On December 6, 2010 Multichannel Merchant published an article, “Social Media Having an Impact on Email”, by one of our research analysts detailing how marketers may want to consider using social media as an additional channel to build up their e-mail lists. The author goes on to explain how friend referrals can enable social media campaigns to trigger exponential growth based on the fact that customers are likely to follow brands that their friends follow. In addition, the author mentions how social media offers marketers with a unique ability to tap a robust set of demographic and psychographic information enabling marketers to boost the effectiveness of their e-email campaigns. Due to the articles strong implications for direct marketers, Mulitchannel Merchant also published the article in their Direct Newsline newsletter, which is affiliated with Direct Magazine.