Even though this article is sourced from and quotes American statistics, it still poses some relevant questions about the efficacy of social media for marketing purposes.
There’s a reason your inbox always seems jam-packed: e-mail marketing works. But companies can get smarter about ensuring every message counts.
It’s a postholiday tradition up there with returning unwanted gifts and vowing to exercise more: spending a few hours cleaning out your e-mail inbox. If you’re wondering why marketers seem intent on e-mailing you more and more, there’s a simple explanation: it works. E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily,1and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.2
Of course, we’re not saying marketers should bombard you with mindless spam. And consumer behavior is shifting: McKinsey’s iConsumer survey3reported a 20 percent decline in e-mail usage between 2008 and 2012 as a share of time spent on communications, with the medium surrendering ground to social networks, instant messaging, and mobile-messaging apps. Investments in these new channels are absolutely necessary for marketers to make increasingly sophisticated use of social networks and other channels to engage with consumers and convert interest to sales. However, marketers shouldn’t be too hasty in shifting budgets away from e-mail—they just need to take a few steps to harness the full power of the inbox.
1. Focus on the journey, not the click
Marketers often obsess over every aspect of every e-mail sent, from the subject line to visuals to copy. And they should—so long as they remember that e-mail is merely the first click (literally) in a consumer’s decision journey. The e-mail is part of a series of interactions with a brand, and marketers should be just as obsessed with where an e-mail sends the user. Why invest so much time in an e-mail only to drop the user onto a generic home page? Customised landing pages—which send the user directly to the item or offer featured in the e-mail—can increase conversion rates by more than 25 percent. And don’t forget mobile. Nearly 45 percent of all marketing e-mails today are opened on a mobile device.4Yet many marketers fail to optimise landing pages for the platform. If you think that’s no big deal, consider this: Google says 61 percent of users are unlikely to return to a mobile site they had trouble accessing. And, even worse, 40 percent visit a competitor’s site instead.
Read the full article at the source: Why marketers should keep sending you e-mails | McKinsey & Company