Summary: A recent internal study at Eloqua, show as emails drives more traffic than referral from social media sites.
Marketers should improving their email marketing campaign while simultaneously maximize the performance of their campaigns through new opportunities in social media.
There’s a lot of debate about whether Social Media deliver more Traffic than Email. The growth of social media sites over the past two years, might lead you to think that Social Referrals are pulling in more traffic than emal - but is it true?
Take a look at this interesting graphic realized by eloqua.
As the image below illustrates, if on one hand social referrers are growing fast(data are related to top five social media sites), on the other hand email is still driving more traffic and eyeballs.
The data is based on 392 clients and show five quarters of activity(Q1, Q2, Q3, Q4, Q5). As you can see, email continues to deliver the more Traffic than social media(Both high impressions and visitors).
In particular, social referral traffic from eloqua customers are jumping from an average of 2,133 visits per month to 9,191. A growth of 331%. Not bad!
The number of times an email is opened per month gone from 98,001 in Q4 of 2010 to 123,982 in Q4 of 2011( + 27%). The average number of click to the web site gone from a 11,360 per month to 13,470(+19%) increase.
The only different between emails and social media is that the first one is the result of three step: receiving the email, opening the email and then click on the link.
So three step before to read the post. That’s quite a commitment and time consuming for those who want to see the latest news from their favorite site in the shortest time possible.
Image Credit: blog.eloqua.com
