report says email marketing works better than Facebook/twitter

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Sina Science and technology news Beijing time of July 2, the research company Custora latest report shows that although social networking is the current hot trend, but e-mail marketing is far more effective than on Facebook and Twitter ads.

Currently, if a company does not support Facebook or Twitter, it must be seen as a less serious business. Marketers are also reminding companies that not supporting social networks today is like a century ago that they didn't need a phone.

Still, in terms of online sales, some of the relatively old technologies continue to flourish, much more effectively than social networks. In the past four years, online retailers have attracted nearly 7% of the total number of new users by e-mail, up more than 3 times times, according to the latest report by research firm Custora.

During that period, Facebook did not become the main advertising channel for advertisers, and the number of users attracted by Facebook ads did not increase significantly. Twitter is worse off and has little to do with it.

The report notes that the most popular marketing approach is "organic search", followed by "CPC" (per-click cost) advertising. Consumers who visit the retailer's website through search consume more than 50% more than average consumers. In other words, this part of the consumer may buy more, spend more. Consumers from email ads are spending 11% higher than average. By contrast, the cost of spending from the Facebook consumer has reached an average of just 23% hired on average for consumers from Twitter.

"I can't say that Twitter is inherently not a good internet marketing platform, but at least we haven't seen a few successful marketing strategies yet," Custora chief data analyst Allen Goudman Aaron Goodman said. ”

On the contrary, e-mail has some unfair advantages. Since retailers already know the customer's email address, they have established a certain relationship. In addition, although spam is overwhelming, there is no 140-character limit on personalized content that clearly has more potential and advantages.

Industry insiders say Custora's findings do not bode well for social media, especially Twitter.