Facebook engagement is like e-mail (infographic)

Facebook engagement is like e-mail (infographic)

Summary: Marketers should remember this. Consumers subscribe to your e-mails lists to get discounts, promotions, and exclusive content. Facebook users Like your Pages to get discounts and promotions.

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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):

  1. Despite the widespread use of mobile devices, most people still primarily access e-mail from their computers.
  2. While 30% of consumers access Facebook from a mobile device some of the time, most still prefer their computers.
  3. Relationships with an organization and a strong subject line are key to getting e-mails opened.
  4. Marketers need to take advantage of best practices like not sending too much to cut through the clutter of e-mails.
  5. People sign up for e-mail lists to deepen their relationships with you and to get discounts, promotions, and exclusive content.
  6. Consumers primarily Like Pages for discounts and promotions.
  7. People opt-in to e-mail and Facebook for similar reasons.
  8. Over-emailing and irrelevant content are the top reasons people unsubscribe from mailing lists.
  9. 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.

See also:

Topics: Social Enterprise, Collaboration

Emil Protalinski

About Emil Protalinski

Emil is a freelance journalist writing for CNET and ZDNet. Over the years,
he has covered the tech industry for multiple publications, including Ars
Technica, Neowin, and TechSpot.

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