As part of the award-winning SUBSCRIBERS, FANS, & FOLLOWERS research series, we surveyed hundreds of digital marketers on the tactics they’re using today to gain more invested, more engaged audiences across every digital channel. From mobile apps to email, consider this data your catalyst for audience growth brainstorming and success.

1. REPORT
#22
The Audience Growth Survey:
How Are Marketers Growing Email, Social, and Mobile Audiences?
As part of the award-winning SUBSCRIBERS, FANS, & FOLLOWERS research series, we surveyed hundreds of digital
marketers on the tactics they’re using today to gain more invested, more engaged audiences across every digital channel.
From mobile apps to email, consider this data your catalyst for audience growth brainstorming and success.
For this research, a nationwide survey was developed and fielded, surveying digital marketers
predominantly from the United States. A total of 395 respondents completed the survey, with oversight
in the following marketing areas.
Marketing Areas of Regular Involvement
B2B and B2C Marketers
B2B
91%
66%
Email
37%
Social Media
Mobile
28%
36%
B2C
35%
Both
29%
Executive Oversight
Effectiveness is a subjective term. In this survey, marketers rated email, Facebook, Twitter, SMS, and
mobile app marketing tactics by their effectiveness, but how can that be quantified? While effectiveness
is ultimately unique to each marketer, it’s shaped by the following variables.
Quality of audience members added
Quantity of audience members added
Email
41%
Facebook
12%
38%
Twitter
Overall ROI
41%
43%
SMS
28%
Mobile App
22%
28%
27%
17%
19%
21%
32%
27%
34%
EMAIL
Email is still the bedrock audience of the modern marketer. Let’s take a look at the top goals of email
marketing and a few of the most effective email marketing tactics.
Top Email Marketing Objectives
Best Email Marketing Tactics
64%
Sell products/services
Option to opt into email when
viewing mobile app content
52%
Generate leads
51%
Drive brand awareness
Gain customer insight/
improve retention
59%
rate
effective
use
58%
rate
effective
39%
Promote content via social
media that requires email
registration to access
34%
use
35%
Drive online loyalty program
registration requiring email
address
51%
12%
use
59%
rate
effective
Social media has become a must-have element of any marketing strategy. Consider the most common
objectives for Facebook and Twitter and the most effective tactics.
Top Social Media Marketing Objectives
Facebook
Twitter
77%
Drive brand awareness
70%
55%
Provide service/support
58%
Gain customer insight/
improve retention
36%
Generate leads
44%
Sell products/services
28%
35%
22%
22%
26%
19%
Best Social Media Marketing Tactics
Facebook ads: Sponsored
Stories
Facebook ads: display ads
(non-Sponsored Stories)
25%
Product/prize giveaways with
Follow required
use
67%
rate
effective
30%
Publicly answering customer
service questions on Twitter
use
52%
rate
effective
Answering customer service
questions on Facebook
20%
use
57%
rate
effective
27%
use
60%
rate
effective
34%
Regularly offer FAQs and
how-tos through tweets
use
69%
rate
effective
22%
use
59%
rate
effective
SMS & APPS
Mobile marketing is undoubtedly on the rise, with SMS and branded mobile apps being two of the most common
channels. Let's see what marketers are looking to get out of mobile and the most effective ways to achieve these goals.
Top Mobile Marketing Objectives
Mobile App
SMS
Drive brand awareness
Gain customer insight/
improve retention
40%
50%
Sell products/services
32%
46%
50%
33%
Generate leads
32%
43%
Provide service/support
37%
43%
28%
32%
Best Mobile Marketing Tactics
Requesting phone number as
part of sweepstakes or
contest
Requesting phone number at
point of sale to deliver offers
Requesting phone number to
deliver a receipt
47%
use
56%
Promote app via email
marketing program
65%
use
59%
rate
effective
rate
effective
49%
65%
use
55%
Promote app on website
use
54%
55%
rate
effective
rate
effective
41%
use
Paid/sponsored advertising
on social media channels
rate
effective
33%
use
50%
rate
effective
You have a myriad of ways to grow your proprietary audiences at your fingertips. The question is, which tactics work best for
both your brand and target audience? The data in this report should spark some ideas, but ultimately, audience growth is a
matter of testing what tactics will get your brand the largest, most responsive audience possible.
Read the full research at exacttarget.com/sff.