ATLANTA, June 9, 2011 - In today's "mocial" world, where mobile, social and local forms of communication are increasingly growing in popularity, email still plays a crucial role by reaching an impressive number of people with highly relevant, personalized and behavior-driven messages. In a study it is making public today, Silverpop® found that, on average, respondents' email list size trumps their number of Facebook likes 70:1 and surpasses Twitter followers 90:1.
Silverpop, the only provider of a scalable, integrated email marketing and marketing automation platform, polled more than 500 online marketers as part of the survey, which was implemented to gain a better understanding of how marketers are currently using-and plan to use-various mocial channels to communicate with customers. The results showed varying levels of mocial adoption and pinpointed several notable areas in which there is room for growth. These areas include using social and mobile to drive email opt-ins, using preference centers to connect with channel-choosy customers and prospects and the potential of local check-in campaigns to drive business.
"Marketers know their audiences are accessing information on many different channels and our research reveals that they are, for the most part, using all of these channels, but are still missing out on the amazing benefits that full and strategic integration can deliver," explained Silverpop vice president of industry relations Loren McDonald. "While mocial is still in the early stages, the opportunities are tremendous."
Other key findings include:
- More than 75 percent of the marketers polled stated that their campaigns are only somewhat "mocially" integrated or not at all integrated
- Twitter and Facebook dominate the social scene, while only four percent of respondents are currently using location-based services, such as Foursquare and Gowalla, in their marketing efforts
- Only 10 percent of respondents indicated the option of an email opt-in on their Facebook pages
- Similarly, only 4 percent of respondents currently offer email opt-in via SMS and another 13 percent plan to do so
- Somewhat surprisingly, 33 percent of respondents cite having a mobile app, and another 30 percent plan to offer one by 2012
"Being mocial means so much more than just ensuring that there is a social, email, mobile and local component to every campaign," McDonald added. "To achieve mocial success you must carefully evaluate each channel, paying close attention to each medium's strength and weakness and use each to leverage the other. Now that's mocial mojo."
Silverpop was the first in the industry to bridge the gap between email marketing and social networking with the launch of Share-to-Social. Now, Silverpop offers more options to aid marketers with full mocial integration of their campaigns. Customers can allow recipients to promote messages to Facebook with "like" and "recommend" buttons and can suggest a list of additional Twitter accounts for a contact to follow after they have shared content. Additionally, Silverpop now offers email opt-ins via SMS and location-based opportunities via a Foursquare "To Do Button," among others. The addition of these features is part of Silverpop's recent Engage 8.3 product release.
The complete study report can be found by clicking here.
Silverpop is the only marketing technology provider that offers a powerful marketing automation solution built atop a scalable email marketing platform. The company has more than a decade of experience empowering marketers to deliver highly relevant communications that efficiently drive revenue while also building brand loyalty. Companies rely on the Silverpop Engage platform to create and manage sophisticated multichannel marketing campaigns that nurture customer and prospect relationships from interest to conversion and beyond. Silverpop's industry-leading thought capital, strategic counsel and customer service, combined with an extensive ecosystem of world class partners, allow its customers to quickly and cost-effectively automate even the most complex campaigns-improving marketing results and increasing ROI. With a presence in the United States, Europe and Australia, Silverpop is trusted by leading brands around the globe. Visit us at silverpop.com.