Building a Better List

Earlier this month, email marketing company GetResponse released the results of its study on cross-channel marketing. According to the report, while the majority of small- and medium-sized businesses have figured out simple email list building via web forms and incentives, less than half are taking advantage of the opportunities available through other channels, including social media.

Of those surveyed, only 40 percent said they include web forms on every page of their site. Just 41 percent said they use Facebook to build their email lists. This second statistic, in particular, doesn’t line up with a StrongMail survey from the end of 2011 that indicated that almost 70 percent of businesses intend to integrate social into their email campaigns. What can one make of this disconnect? Intent and application are still far apart, and that is puzzling.

Social networks like Facebook and Twitter are direct lines into the unique interests of each user. By identifying and engaging with customers through these channels, marketers can more precisely pinpoint the triggers that activate user response. Any business not actively trying to build a presence on Facebook from which they can build a better email marketing list is losing out. And no business owner would admit to intentionally reducing their market.

 

The explanation, therefore, comes down to ability or capacity. The business either doesn’t know how to use social tools to build its email marketing list or it doesn’t have the staff to implement a plan properly. Regardless of reason, the solutions are simple: Either take the time to learn or hire an expert. Bringing in someone who understands how to tap into those markets will help to build a better email list. If you’re unsure whether you want to spend the money, just consider how much opportunity you’re already losing.

Have you noticed a difference in the marketing efforts directed at you from companies that actively engage in social media?