I repeatedly said that in social email marketing you want to focus even more on the content of your emails to make them sharable. However, of course your business content should always be relevant and important, regardless the medium.
Relevant content in emails is not only important because of sharing. It’s also crucial for getting your email marketing basics right: reaching the inbox, getting your emails opened and generating good old clicks.
Several recent studies have found that there is a clear influence of the use of social media on the use of email, especially in B2C environments. We know, for instance, that the use of social media for communication purposes has a slightly negative effect on the use of email, especially in private communication.
We also know that the use of social media might have an effect on the time that passes between the moment people get an email in their inbox and the moment, they open it, again in B2C.
It might be fair to ask ourselves if the social media evolution has changed the average open rates and click rates too. Looking at the trends and benchmark reports that I received lately from some ESP’s there seems to be no negative effect.
On the contrary, many benchmarks show the opposite: an increase in both open rates and click-through rates. Now you know you should be careful with such results but nevertheless, it’s an interesting phenomenon.