Email marketers have such an inferiority complex. And with good reason, I guess. After all, all they hear from social media zealots is that email is dead.
So email marketers commission studies to show that email is still alive — and, more specifically, how social media and email can not only co-exist, but mutually thrive.
Reminds me of the scene in Monty Python and the Holy Grail where some guy is yelling “Bring out your dead! Bring out your dead!”, and there’s a guy on the stretcher claiming “I’m not dead yet.” That guy is Email.
One recent study found that:
“Roughly half of consumers indicated that they are willing to act as brand advocates in order to connect email content to social networks.”
When asked what sort of marketing information they would consider appropriate to share through social media, 54% of respondents said special offers and promotions, 42% said news on new products, and 32% said support information (e.g., tutorials and product support content).
These respondents are what the marketing community calls “brand advocates.” Or what the rest of us refer to as shameless corporate shills.
I can’t imagine the thought process that leads someone to think “Hey, this email I just got from Staples with the weekly coupons is something I just HAVE TO tweet about or put on my Facebook page!”
There were, however, 37% of North American respondents that said None Of The Above, when asked what information is worth sharing.
I call this group the NOTAries. These are my people.
It’s good to know that not everyone suffers from Twitterhea or redactile dysfunction. I’m sorry to say, though, that it looks like my irritable blog syndrome is acting up again.
Ron Shevlin's Marketing Whims 
Ha, yes your irritable blog syndrome must be acting up again Ron.
“I can’t imagine the thought process that leads someone to think “Hey, this email I just got from Staples with the weekly coupons is something I just HAVE TO tweet about or put on my Facebook page!”
If you put it that way, of course sharing from email to social sounds a little odd.
BUT, if you take into account that email to social sharing is not much different than email to email sharing, it’s not so crazy.
I used to receive email fwds from friends all the time –everything from 1-day only sales at my favorite clothing shop to live event promotions to restaurant coupons.
Now, instead of just email to email, these types of offers are being communicating from email to wider social networks.
For every boring email you might receive from Staples, there’s a scintillating email offer from Abercrombie, StubHub or Taco Bell that’s just begging to be posted to your wall on Facebook, Shevs.
JC: Forwarding an email from one to one person is sharing. Forwarding an email from one person to many is SPAMMING. Whether it’s through email, Twitter, or Facebook.
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Hmmm… seems random to discriminate against people just because of their sign. I may be sensitive because I was born in March (Aries).
Tim: You’re absolutely right. I’d like to add LEOpards, LIBRArians, and BiGEMINIes to my list of favorite people.
p.s. You ARE sensitive.
I recently tweeted about a couple BAD email coupon/newsletters I received. What is my group called?
Also, nice use of Monty Python in a blog post. I’d like to see more of that please.
Nala: Your group group is called Complainers. That’s next door. It’s being-hit-on-the-head lessons in here. http://urielw.com/refs/montyargc.htm
Thank you for more Monty Python. I don’t even mind being a Complainer, although in keeping with MP I’d prefer the group to be called the Whingers.