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Small SMBs Still Don't Integrate Email with Social

GetResponse just published its latest "The State Of Email Marketing In SMBs. 2011 Report." One finding of note from the report, highlighted by Be Relevant, is that only 50% of the researched marketers integrate email with social media channel–"a surprisingly low result, given the recent interest in the multi-channel marketing," Be Relevant says.

It was not ignorance about best practices in this space: the report found, for example, that majority of respondents follow best practices and legal compliance regarding the subscription-based lead generation and that a large number of respondents declared high deliverability rates and effective delivery to major client inboxes. In addition, most respondents realized the importance of regular mailings (70%), personalization (58%), compelling subject line (68%), and stats analysis (61%), Be Relevant also pointed out.

However, other stats suggested why integration with social is on the low end. Namely—the smaller the company, the less likely integration was to occur. Only 41% of the smallest SMB segment included social sharing icons in their newsletters, an easy to incorporate step.

Larger companies, with employees up to 250, performed best against other companies in contact acquisition via Facebook.

The Dairy Queen Example

For the largest corporations, integration between email and social media can pay off, handsomely. A Dairy Queen campaign to increase the number of coupon prints via email to Blizzard Fan Club members also increased the number of fan club members overall by 300,000. During this push, via Silverpop's tool set, Dairy Queen encouraged fan club members to recruit other new fan club members. The end result was an increase in Dairy Queen’s fan club by one million members in nine months.


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