A study has revealed an increase in brands complimenting their social media activity with email marketing to achieve maximum reach, reports warc.com.
Conducted by the Direct Marketing Association (DMA), the National Email Benchmarking Report H1 2012 – which measured the performance of electronic messaging in the first half of 2012 – claimed that 87 per cent of social media marketers used email to promote their brand.
Not only this, 61 per cent of this group said they would invest more time and money into email after seeing just what the technique did for their marketing efforts.
The DMA claimed to have witnessed “a change in attitude” towards email last year – a claim backed up by another finding from the report, which stated that marketing email volumes in Britain reached a record level between January-June 2012.
Researchers found that an average of three billion promotional emails were sent each month, while click through rates surpassed half a billion, according to bizreport.com.
In words that may encourage franchise services to take a closer look at their social accounts, James Bunting, chair of the DMA Email Council’s benchmarking hub, said sites like Facebook are great for gaining inspiration for email feeds.
By monitoring activity on such networks, Mr Bunting says this can help brands understand their audiences’ priorities and interests, helping them shape their email content.
“Marketers need to focus on quality of content,” he went on to add, highlighting that data can be used to produce relevant pieces.