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In Email Integration, Social Media Tops Mobile

July 22, 2010

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%

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  • by Dylan Boyd Thu Jul 22, 2010 via web

    Just wanted to give anyone the direct link to the study as the other in this article places you at the Resource center. Enjoy and love your comments and thoughts on what we found.

  • by john Blue Thu Jul 22, 2010 via web

    fyi, the link to and the form on that site does not work (get php error)... So the survey from eROI is not able to be seen...

  • by Dylan Boyd Fri Jul 23, 2010 via web

    Thanks John. That is why I posted this link to use at the other one that was placed in the article was not the right one.

  • by Vahe Fri Jul 23, 2010 via web

    Apologies for the bad link, folks. Both the link to the resource center and the one to the report/form should be working now.

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