Though the adoption of sophisticated mobile devices continues to climb, the integration of mobile marketing into email and online programs is still low: Less than one-third of marketers say mobile-optimized experiences are relevant to their email audiences, but nearly two-thirds say they are integrating social technologies into their email efforts, according to a survey from eROI.
Among marketers now integrating social network links and tools into their email marketing campaigns, Facebook is the most-widely integrated channel (91.0%), followed by Twitter (83.9%), LinkedIn (48.0%), and YouTube (34.1%).
In addition, 59.1% of surveyed marketers say they are integrating "share with your network" links into their email messages.
Among those marketers who don't integrate social media into their email campaigns, 35.2% cite a lack of resources and 21.4% cite a lack of knowledge.
Below, other findings from The Current State of Social, Mobile, and Email Integration.
Measuring Social Media Success
Overall, 73.7% of marketers say social media is having a positive effect on their marketing efforts.
Asked what metrics they use to measure social media performance, marketers cite the following:
- Levels of friends and followers: 65.5%
- Website traffic driven by social channels: 59.5%
- Mentions: 39.0%