Email marketers have such an inferiority complex. And with good reason, I guess. After all, all they hear from social media zealots is that email is dead.
So email marketers commission studies to show that email is still alive — and, more specifically, how social media and email can not only co-exist, but mutually thrive.
Reminds me of the scene in Monty Python and the Holy Grail where some guy is yelling “Bring out your dead! Bring out your dead!”, and there’s a guy on the stretcher claiming “I’m not dead yet.” That guy is Email.
One recent study found that:
“Roughly half of consumers indicated that they are willing to act as brand advocates in order to connect email content to social networks.”
When asked what sort of marketing information they would consider appropriate to share through social media, 54% of respondents said special offers and promotions, 42% said news on new products, and 32% said support information (e.g., tutorials and product support content).
These respondents are what the marketing community calls “brand advocates.” Or what the rest of us refer to as shameless corporate shills.
I can’t imagine the thought process that leads someone to think “Hey, this email I just got from Staples with the weekly coupons is something I just HAVE TO tweet about or put on my Facebook page!”
There were, however, 37% of North American respondents that said None Of The Above, when asked what information is worth sharing.
I call this group the NOTAries. These are my people.