A record number of email marketers plan to bridge the gap between online social networks and their email marketing campaigns, according to new research from Ball State University, the Email Marketer’s Club and ExactTarget.
The study surveyed 351 email marketers in March and found that while only 13 percent leveraged the power of online networks last year to grow their email subscriber list, more than 46 percent plan to use social media and email in tandem in 2009.
According to ExactTarget, the global reach, rapid adoption and high engagement found in social media have email marketers “salivating at the potential these environments offer to engage with customers and prospects.” However, marketers are challenged as to how to best facilitate meaningful interactions with customers on social media sites such as Facebook, MySpace, Twitter, Digg and others.
The study can be found here.
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