Friday, October 23, 2009

Social Media Use Equals More Email Use

(Excerpt from by Martin Lieberman)

Forget all that talk that social media is going to have a negative effect on email. According to a recent report by the Nielsen Company, people who are heavy users of sites like Facebook and Twitter actually use email more than those who are lighter users.

Nielsen’s study revealed that the time heavy social media users spent using email significantly increased between April 2008 and April 2009, from around 80 minutes to more than 180 minutes. As the chart below illustrates, there’s a wide gap between those heavy users and those who do not use social media as often.

When you think about it, this makes sense. After all, Facebook sends a constant stream of email to your inbox every time a friend has commented on a post, or tagged you in a photo, or any other kind of activity on the site. And, one of the reasons people join and participate on sites like Facebook or Twitter is to make connections. So of course they’d encourage those relationships by staying in touch off the sites.

For email marketers, this presents some obvious good news: The more email people get, the more they’re going to be checking their inboxes. And the more they check their inboxes, the more chances they have to see your email messages.

One of the most important rules of effective marketing is: Always try to reach people where they are. As this study shows, reaching people with email marketing continues to be a great idea.