Posted March 5, 2010 10:28 am by with 6 comments

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According to a study by (sponsored by ExactTarget and BrightWave), the promise of social media marketing riches is too much of a temptation for email marketers–they want in on the action.

According to the study, 43% of email marketing firms are already offering social media marketing as part of their service line-up:

Not sure what to make of the 66% that said they provide “Strategy & Consulting” alongside email marketing. I would have thought that ALL marketing firms offered strategy and consulting, otherwise you’re just some kind of email spammer. 😉

The study helps make sense of why companies such as ExactTarget are buying up social media firms such as CoTweet. I never saw the overlap between email and social media, but apparently they do, and that’s all that matters, right?

I wonder how they plan to monitor all of this social media activity? 😛

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  • It does make me curious about outside firms doing tweeting for someone or a business, For example I was following apollo ohno’s tweets during the olympics and have to say it was really cool until a friend pointed out it probably wasn’t him.

    Which minimizes the appeal to following a celebrity or a company on twitter. If this trend grows and becomes more transparent I doubt how effective social media will be over time.

    On the other note firms that offer this service can take advantage of a slew of tracking solutions to show how much activity they are doing for clients.

    Thanks and Regards

    Noel for
    a graphic design studio
    .-= Noel Wiggins´s last blog ..Ideas to consider for a/b testing =-.

  • It is quite natural for e-mail marketing companies to try to keep up the pace and include social media in their services offerings. As to how they are going to monitor their social media activities..there are a number of tools that can be bought and one can learn how to use them!

  • Andy, Thanks for the good info! In addition to Exact Target’s recent moves, Silverpop has also been pushing their “Share to Social” feature and they seem to be having a lot of success with it. Basically, it allows for deeper tracking by seeing how many clicks were generated AFTER the content has been shared to Facebook, etc.

    Another interesting point to add about the convergence of email and social media could be Google’s foray into Google Buzz. They’re doing some really ground-breaking things with making the email (Gmail) to social experience more seamless for the user. Jim Larranaga has a good post about this on our blog:
    .-= Brian Haugen´s last blog ..Free Content as a Marketing Technique =-.

  • Alex P.

    There is certainly an overlap between social media and email. If you think about it in a certain way, email is a form of social media. It’s about sharing information with people. Although folks using email for work won’t care, business trying to reach out to their cusomters with a monthly newsletter might include and interesting article, promotion or more that their customers can use social media tools to distribute. A “tweet this” button, “buzz this”, etc.