The advent of Social Media, especially the microblogging nature of Twitter opens up lots of possibilities for lead generation, especially if you have built a strong follower base. Just imagine. You are just a tweet away from conversing with your segment, a tad too easy when compared to figuring out ways to improve open rates and click rates as the case may be with email marketing.
The Twitter Advantage vis a vis Email Marketing
- Less intrusive and more direct
- Message Relevance is high
- Definitely higher response rates
- Better Conversation due to constant contact
- More Accessible and Free to Boot
The bottomline is it, that definitely in the long run, Social Media will have an impact on Email Marketing. The best way forward is to leverage each one’s strengths, making sure that each complements the other. For instance, you can tweet your email subject with a link to the online version of the email thus widening your audience base. Include “Follow me” links in your email. You can ensure that get the most value add by using Twitter as a base for writing better campaigns based on feedback from the real time conversation that happens.