Is Email dead? That has been a favorite topic for debate among marketers that wonder if they are wasting precious resources on this approach when their customers are - seemingly - flocking to social networks.
One answer has been proposed - and backed by statistics - by Econsultancy and email service provider, Adestra. In their fourth annual Email Marketing Industry Census, it was found that marketers are using social media to enhance their email campaigns rather than replace them.
The report found that more than a third of companies (37%) are using email to encourage the sharing of content on social networks, and just under a third of companies (31%) say they are planning to do this. A fifth of companies (21%) are using email to promote customer ratings and reviews, while a further 26% have plans to do this.
The research also found that 28% of companies are using video content in their emails, as marketers increasingly use email to build customer engagement.
'Delighted to See Email is Far From Dying'
"The explosive impact of social media on email marketing and its significance on this year's census can’t be ignored," says Henry Hyder-Smith, managing director at Adestra. "We are delighted to see that email is far from dying in the midst of the social media revolution. And instead of cannibalization, we are witnessing a solid partnership evolving between the two; email and social media working in harmony to fuel one another."
Contrarian View
Other voices, though, may not fully support this view. A survey by Prompt Communications, a specialist in digital PR, marketing and social media communications, found that Facebook may be replacing email as the most popular way to stay in touch with friends online.
Also, there is plenty of anecdotal evidence that social networks can, at least in some campaigns, supplant email.
Michael Perhaes, Assistant VP Marketing, MGM Grand, recently came down on the side of social media. "Social media is eating into the efficacy of email marketing and will soon supplant email as a primary communication device; we are already seeing evidence of this on Facebook and our hotel is preparing accordingly," he says.
"We have dedicated social media staff; we include Facebook and Twitter URLs in all of our marketing communications, and actively enlist followers and fans."
MGM Grand now has 15,000 Twitter followers, he says.
