It comes as no surprise that e-mail marketing has been suffering because of the increasing popularity of online social networks and text messaging. E-mail’s primary function as a channel for quick, easy communication is being diluted by social networking sites and text messaging, both of which offer the same thing, only simpler and sometimes easier.
A recent report released by JupiterResearch speaks to the growing trend of e-mail’s shrinking use and influence. Twenty-two percent of e-mail users indicated that they utilize social networking sites instead of e-mail. Instant messaging, cell phones, and text messaging were also noted as means of communication used instead of e-mail.
In 2007, 51% of e-mail users indicated that e-mail led to at least one online purchase, while 47% said that e-mail led to at least one offline purchase. These numbers dropped to 44% and 41%, respectively, in 2008.
David Daniels, vice president, research director and lead analyst of the JupiterResearch report, said that consumers’ confidence in e-mail has been deteriorated by “irrelevant communications and high message frequency, which are top drivers of subscribers’ churn and channel skepticism.”
The course of action available to marketers is clear: shift more of their focus to these emerging channels of communication. This has already been happening through Facebook applications, where companies have created creative apps to promote products and their brands. Text messaging might be a tougher sell, as consumers are a lot less keen on receiving marketing communication through the channel compared to e-mail.
http://www.emarketer.com/Article.aspx?id=1006445
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