eMarketer’s Senior Analyst, Debra Aho Williamson, and StrongMail’s VP of Emerging Media, Ryan Deutsch, tackle the myth that “email is dead” and provide hard-hitting statistics on why email is still the preferred sharing channel across all age groups, how business is leveraging email marketing and social media to extend the reach of their brand, why companies are investing in both channels in 2010 and prioritizing their integration to drive ROI.

1. Presented by: Debra Aho Williamson Senior Analyst M A R C H 2 5 , 2 0 1 0 Maximizing the E-Mail / Social Media Connection

2. Webinar Attendees Why All the Fuss About E-Mail and Social Media? What’s it all about?

3. Two clues

5. Digital communication has become more open and social 1998 2006 2010

6. E-mail is NOT dead But social network usage is growing quickly

7. Millennials are just as likely as most older generations to use e-mail regularly

8. There are chinks in e-mail’s armor, however

10. Text messaging is more likely to challenge e-mail than social media will

13. The impact of social media weighs heavily on the minds of e-mail marketers…

14. … so they are investing in both

15. Spending on social media marketing to rival e-mail spending in 2012 (Forrester)

20. Creating links between social media and e-mail marketing provides more ways for people to share

23. Personal connections and social network connections are trusted sources of information

24. The No. 2 reason people become fans on Facebook? They are already your customers

25. Court your best e-mail customers and encourage them to become fans or followers in social media. Then provide them with the tools to share their knowledge and their passion. Use analytics to segment lists and send targeted communications that inspire commenting and sharing. How to give a broader platform for advocates

28. Internet users have little time for irrelevant newsletters or promotions

29. Consumers use multiple ways to interact with a company or brand

31. Shift the control to the consumer Use the combination of e-mail and social media to provide multiple ways for consumers to interact with your company. Brand interactions in social media may be less likely to be perceived as spam. “ The great thing about social media is it’s completely permission based. Consumers can just unfollow or unfan you and they’ll never see you again.” — Kristin Hersant, StrongMail

33. Marketers are far more confident of their ability to measure ROI from e-mail than from social media

34. Success metrics for e-mail marketing are well established

35. But the No. 1 metric used to track social media success is site traffic

36. Few marketers are looking for hard metrics from integrating social & e-mail

37. Experienced social media marketers are more likely to measure leads and sales

40. Learn more: eMarketer Reports “ Maximizing the E-Mail/Social Media Connection” http://www.emarketer.com/Reports/All/Emarketer_2000643.aspx “ Social Network Ad Spending: 2010 Outlook” http://www.emarketer.com/Reports/All/Emarketer_2000621.aspx “ Getting and Keeping Customers: Search and E-Mail Tactics” http://www.emarketer.com/Reports/All/Emarketer_2000573.aspx COMING SOON: “Social Network Users and Usage”

42. Thank you! Debra Aho Williamson Senior Analyst [email_address] twitter.com/debrawilliamson www.emarketer.com/blog/index.php/author/dwilliamson