Marketers to Integrate Email and Social Media

In the past several months, I’ve highlighted several surveys that show how most marketers plan to increase both email and social media campaigns this year. Strongmail’s survey on this topic verifies what other surveys have revealed. In addition,  50% of participants in the Strongmail survey also say they’ll be increasing their marketing budget for 2011. But it’s the detailed findings in this survey that make for particularly interesting reading.

For example, the top email marketing initiatives for business executives this year are:

  • Increasing subscriber engagement 52%
  • Improving segmentation and targeting 49%
  • Integrating social media and email marketing 43%
  • Growing the opt-​in email list 42%

It seems that business owners realize that social media can generate new leads and so more managers are looking for ways to integrate this data with email campaigns. But, there appears to be a bit of a learning curve in this process as the following numbers show:

  • Businesses that have already integrated social media with email: 28%
  • Businesses that have formulated a strategy and are looking for implementation tools: 24%
  • Businesses that don’t know where to start: 19%

Executives also have a better idea of how they’ll invest in social media marketing this year. The top candidates for spending include:

  • Facebook 35%
  • Twitter 21%
  • Viral/​Referral Marketing campaigns 22%
  • Social Media Management Technology 21%

For now, the social media effort seems to be all about awareness building (63%) and customer loyalty/​retention (54%). However, new customer acquisition (41%) and B2B lead generation (22%) are also desired outcomes.

[Source: StrongMail Marketing Trends Survey Reveals Positive Economic Outlook for 2011. Strongmail​.com. 9 Dec. 2010. Web. 5 Jan. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.