In 2009 e-mail marketers started to get social, but 2010 will be the year social media makes e-mail marketing more powerful. Social media is a partner, not a threat, to e-mail marketing because it provides new avenues for sharing and engaging customers and prospects.Even though people are spending more time using social media, they are not abandoning e-mail. The two channels can help each other, offering the opportunity for marketers to create deeper connections.Marketers must now integrate their e-mail marketing and social media marketing efforts. To maximize effectiveness, they should use these four strategies:Multiply the sharing opportunities by linking e-mail messaging with social media messaging.Provide a broader platform for brand advocates; encourage the best customers to share with friends via social media.Shift the control to the consumer by providing multiple avenues to interact with a company.Use e-mail metrics such as response rate and conversions to enhance social ROI.Key questions this report answers:How important are social media and e-mail to marketers'How do consumers use the two channels to communicate'Why is social sharing important'How can integrating social media and e-mail give consumers more control over their brand experience and a broader platform to act as advocates'Which e-mail metrics can also be used to measure social media success'  

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Maximizing the E-Mail/Social Media Connection
Published on March 2010
Report Summary
In 2009 e-mail marketers started to get social, but 2010 will be the year social media makes e-mail marketing more powerful. Social
media is a partner, not a threat, to e-mail marketing because it provides new avenues for sharing and engaging customers and
prospects.
Even though people are spending more time using social media, they are not abandoning e-mail. The two channels can help each
other, offering the opportunity for marketers to create deeper connections.
Marketers must now integrate their e-mail marketing and social media marketing efforts. To maximize effectiveness, they should use
these four strategies:Multiply the sharing opportunities by linking e-mail messaging with social media messaging.Provide a broader
platform for brand advocates; encourage the best customers to share with friends via social media.Shift the control to the consumer
by providing multiple avenues to interact with a company.Use e-mail metrics such as response rate and conversions to enhance
social ROI.Key questions this report answers:How important are social media and e-mail to marketers'How do consumers use the two
channels to communicate'Why is social sharing important'How can integrating social media and e-mail give consumers more control
over their brand experience and a broader platform to act as advocates'Which e-mail metrics can also be used to measure social
media success'
Table of Content
Executive Summary
Social Media's Influence on E-Mail Marketing According to US E-Mail Marketers, August 2009 (% of respondents)
Key Questions
The eMarketer View
Marketer Spending and Usage
Allocation of Online Marketing Budget According to US Marketers, November 2009 (% of total)
E-Mail Marketing Spending Change in 2009 According to US E-Mail Marketers, by Industry (% of respondents)
US Interactive Marketing Spending, by Format, 2009-2014 (millions)
Marketing Tactics Used by US Companies, Q3 2009 (% of respondents)
Marketing Tactics Included in the 2010 Plans of US Media Planners (% of respondents)
Online Marketing Budget Change in 2010 According to Marketers* Worldwide, by Tactic (% of respondents)
Change in Online Marketing Spending in 2010 According to US B2B Marketers, by Format (% of respondents)
The Consumer Perspective: Social, E-Mail or Both'
E-Mail Marketing Challenges Among US E-Mail Marketers, August 2009 (% of respondents)
More Consumers Use E-Mail
Monthly Online Activities of US Internet Users, 2009 (millions)
Technology-Based Activities of US Internet Users, 2007-2009 (% of respondents)
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Time Spent Using Select Online Communication Tools per Week by US Millennial* Internet Users, 2008-2009 (hours)
Social Media is Less of a Threat Than Texting
Written Communication Method Used Most Often According to US Internet Users, February 2008 & June 2009 (% of respondents)
Activity that US College Students Would Least Likely Give Up for a Week, October 2009 (% of respondents)
Social and E-Mail Go Together
Change* in Social Network and E-Mail Usage According to US Internet Users, June 2009 (% of respondents)
Frequency with Which US Internet Users Check Personal E-Mail, Social Media Users vs. Non-Users, Fall 2009 (% of respondents)
US Social Media Users* Who Use the Same E-Mail Account for Their Social Networking Alerts and Permission E-Mail, Fall 2009 (%
of respondents)
Maximizing the E-Mail/Social Connection
Facebook and Twitter Usage of US Online Retailers, First half 2009 (% of total in each group)
Social Media and E-Mail Marketing Integration Tools Used by SMB Marketers Worldwide, 2009 & 2010 (% of respondents in each
group)
Most Important E-Mail Marketing Initiatives in 2010 According to Business Executives Worldwide (% of respondents)
Business Executives Worldwide Who Plan to Integrate Social Media into Their E-Mail Marketing Campaigns in 2010 (% of
respondents)
Importance of Integrating E-Mail Marketing and Social Media According to SMB Marketers Worldwide, February 2010 (% of
respondents)
Multiply the Sharing Opportunities
Primary Method Used to Share Online Content Among Internet Users Worldwide, Q3 2009 (% of total)
Conversion* Rates for Online Content Shared by Internet Users Worldwide, by Sharing Method, Q3 2009
Primary Method Used to Share Online Content Among Internet Users Worldwide, October 2009 (% of total)
Click-Through Rates for Online Content Shared by Internet Users Worldwide, by Sharing Method, October 2009
Number of Page Views per Unique Click for Online Content Shared by Internet Users Worldwide, by Sharing Method, October 2009
Provide a Broader Platform for Brand Advocates
Very Influential* Information Sources for Deciding What Goods/Services to Buy According to US Internet Users, January 2010 (% of
respondents)
Shift the Control to the Consumer
Leading Challenges to Creating* E-Mail Marketing Campaigns According to Small Businesses in North America, July 2009 (% of
respondents)
Reasons that US Internet Users Unsubscribe from E-Mail Newsletters, September 2009 (% of respondents)
Online Marketing Channels Used to Interact with Companies/Brands According to US New Media Users, September 2009 (% of
respondents)
Reasons for Friending or Following Companies Through Social Media According to US Consumers, December 2009 (% of
respondents)
Use E-Mail Metrics to Enhance Social ROI
Opinions About Their Ability to Measure ROI for Online Marketing Tactics According to Marketers* Worldwide, January 2010 (% of
respondents)
Business Executives Worldwide Who Have Seen a Lift in E-Mail Marketing Campaign Performance as a Result of Integrating Social
Media, November 2009 (% of respondents)
Comparative Estimates: Leading Metric Used by Marketers to Measure Social Media Marketing Success, 2009 (% of respondents)
Metrics Used to Measure the Success of E-Mail Marketing According to Small Businesses in North America, July 2009 (% of
respondents)
Leading Metric Used to Measure Social Media ROI According to US B2B Companies, 2009 (% of respondents)
Social Media's Influence on E-Mail Marketing According to US E-Mail Marketers, August 2009 (% of respondents)
Average Cost per Lead for Inbound vs. Outbound Marketing According to Companies in North America, January 2010
Social Media Marketing Objectives that Are Targeted and Measured by US Marketers, by Social Media Marketing Lifecycle Maturity,
November 2009 (% of respondents)
Conclusions
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