The reasons consumers Like your Facebook Page and the reasons they subscribe to your e-mail list are pretty similar. While you definitely can't apply everything you know about e-mailing your customers, there is some overlap, especially when it comes to things you shouldn't do.
The findings come from a new study conducted by market research firm Chadwick Martin Bailey and engagement marketing firm Constant Contact. They surveyed 1,481 U.S. consumers 18 and older in Q4 2011 using a 15-minute online questionnaire.
Here are the top 10 findings (from the PowerPoint presentation embedded above):
- Despite the widespread use of mobile devices, most people still primarily access e-mail from their computers.
- While 30% of consumers access Facebook from a mobile device some of the time, most still prefer their computers.
- Relationships with an organization and a strong subject line are key to getting e-mails opened.
- Marketers need to take advantage of best practices like not sending too much to cut through the clutter of e-mails.
- People sign up for e-mail lists to deepen their relationships with you and to get discounts, promotions, and exclusive content.
- Consumers primarily Like Pages for discounts and promotions.
- People opt-in to e-mail and Facebook for similar reasons.
- Over-emailing and irrelevant content are the top reasons people unsubscribe from mailing lists.
- Producing content that is no longer relevant to your audience and over-communicating drives both Unlikes and e-mail unsubscribes.
If you prefer the more visual version, here's an infographic:
In short, remember to treat your consumers well and they will do the same for your business.
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