by Wikus Engelbrecht
27. July 2010 02:02
I came across a very interesting study on eMarketer recently. It was conducted in April 2010 and the aim was to find out what communication methods consumers prefer – and why.
It looks particularly at email, Facebook and Twitter. Interestingly, the study found that customers mostly tend to prefer receiving emails from businesses and brands, and that those who interact with them through Facebook or Twitter are more than likely already signed up for their email newsletters.
Why is that – and why do your customers want three different channels of communication with your brand?
As this study proved, people expect different types of communication through different channels. Different networks thus have different audiences and messages should be customised accordingly.
Email
Email builds and maintains relationships with existing customers. It’s informative, direct and targeted, rather than just a generic message directed at the masses. (At least, that’s what customers have come to expect, so remember to segment and target your lists!)
Facebook
Facebook fans tend to be from a younger demographic. By liking your business on Facebook they’re showing their support publicly. Entertainment and active interaction are the most common reasons for users joining your Facebook group or page – conversational and interesting posts tend to get a good response.
Twitter
Twitter users tend to be very active online. They want to be constantly up to date, making it a great channel to give constant updates on new developments or current happenings.
It seems that even your social network fans like receiving your email newsletters, in fact, they’re the ones most likely to sign up to your newsletters. Good to know. Why not add a newsletter subscription form to your Facebook page then? Find out how here.
