What Social Media Must Learn From E-Mail
Most e-mail marketers will agree that “batch and blasting” the same e-mail message to a single list is not nearly as effective as segmenting your lists and sending targeted or personalized content. While it does require more planning and work, this effort will pay off in:
- More opens, clicks, and sales
- Reduced cost (assuming you’re paying per delivered e-mail)
- Fewer un-subscribes
It’s an obvious thing. Send me valuable information that I want and I’ll read it. Send me stuff that has no applicability to me and I’m going to ignore it and probably you.
What’s interesting is that most companies only have a single Facebook page or a single Twitter account creating a “one size fits all” approach to their customer base.
Let’s look at a few examples:
Two posts by Sports Authority – right next to each other. If you’re a basketball fan, do you care about golf?
Now Walmart – mixing Shareholders’ meeting information with Fajita Salad recipes.
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Companies do want to add “personality” into their Facebook posts. And there might be value in getting that “golf fan” to become excited about basketball. You may also want to ensure that you have something being sent out so that your page is not perceived as dormant. However, the stakes are different in social vs. e-mail. In e-mail, if I don’t like your e-mail, I’ll ignore it and delete it. If you bother me too much, I’ll unsubscribe. In social, the same thing does happen as well through “unliking” or “unfollowing” a brand. In addition, because of Facebook’s EdgeRank system, ignored posts have an interesting hidden effect. If people are not engaging with you (e.g. by clicking on a link, watching a video, making a comment, etc.), you will drop off most consumer’s Facebook wall and they’ll simply never see your message unless they come to your Facebook page directly.