Email Crushing Twitter & Facebook

Email Man
Email Tips the Balance

“Email crushing twitter & facebook”

Here at Market That we have always been big fans of email and seeing this headline did bring a smile. We are convinced that a well developed list would out perform any customer communication channel based on cost, reach and return on investment.

The hype is still all about social media but with Facebook page reach at less than 10% of your fans, why forget email when a modest list will will have an open rate at 25% or more. Most of our clients have open rates at around 45% and some are even higher.

Social media is great for spreading content, so you can imagine our interest in receiving a Linkedin update about an email report that was issued last year. This came from the marketing data people “Custora”  who provide systems for online businesses.

Reported by Marcus Wohlsen of Here are a couple of extracts and a link to the full post. Although the report was compiled from online retailer data, the results can be applied to any business.

“Despite the hype that inevitably clings to the newfangled, however, it’s relatively antique tech that appears to be far more important for selling stuff online. A report from marketing data outfit Custora found that over the past four years, online retailers have quadrupled the rate of customers acquired through email to nearly 7 percent. “

And further on.

“Custora’s findings don’t bode especially well for social media business models, especially Twitter. Of course, ads on Facebook and Twitter don’t have to lead to immediate clicks to have an impact. They still have the potential to raise ambient awareness. Yet Custora found that Google’s ads, by contrast, do lead not only to clicks but to purchases—the holy grail of “conversion.

This is no surprise to us. Social media is great, but when combined with an integrated approach of paid advertising and email follow up, it will provide a measurable conversion process and build equity into the future.

You cannot keep or communicate with a Facebook page ‘like’, but you can email and re-market to a list.

Full article here.

If you are not on our list put your email in the box above and get a copy of the traffic map and you will see what integration is all about.

Email Graph
Image: Custora

What is Facebook for ?

facebook logoThis was the question I was asked today.

” What is Facebook for?”

Well is an interactive medium where you can communicate with friends and family.



” But I do not want to communicate with people I hardly know and if they are friends and family I will ring them up or send them an email.”

Ok so why did you get a facebook account says I.

“Because I was told it would help my business, and now all I get is silly emails about the price of fish.”

I think helping the business was true 12 months ago but now I am finding it hard to justify. For a new page on this social network there must be a source of traffic and you must be prepared to interact with any comments received. In short you have to put in both money and time.

In my clients busy schedule there is no time for a status up dates or photo sharing. I have put the profile on lock down at least if the emails stop they may calm down. This does have me thinking as this is the second client profile I have locked down in a week.

Facebook your day may be coming when the audience is no more.

The Poor Facebook Reach Affair


Facebook Reach
Poor Facebook Reach

I have been shocked of late at how poor facebook reach on pages has become. We have known this has been happening for some time. They are really tightening the screws and it is almost a fully pay to play environment for a page profile.

I was reading a post on Social media today by Laurent Francois.  He opens the post with. “It’s not an urban legend: the organic reach that a brand gets through a fan-page is collapsing.”

Facebook are saying the right things, it is all about engagement and interaction. They have a point if people are  not writing on your page and commenting on posts than you are not engaging. But wait a minute if they cannot see your post because facebook is not showing it to them, then how can they engage. Lets be fair these people did like our page which in my book does mean they want to see our news feed.

This is a circle here that needs to be broken. Of course facebook would like you to break it by paying them money. Well if you have the budget and can track facebook activity directly to sales income then paying is a good option and very effective it can be with the right targeting. However I know most people came here because it was free and paying was not part of the deal. But for some facebook is a successful sales environment see last post.  Which-social-media-platform-drives-sales

If this option of paying is not on the table then look to promote your posts in other media, email , twitter etc. If you have a new page and looking to build traction without external support using email or another working list then advertising is the only option. Then you have to ask is it really worth it?

There is a game being played out here, who owns the audience? I think we are only just at the start of it see the full article on Social Media Today Laurent makes  some interesting conclusions and in his opinion Facebook could loose this battle. For the full article see here  or click the image below.

Despite all I will stick with FB for the moment hence the comment box.



Social Media today