Brands are failing to integrate email with social media

The digital marketing company’s report, conducted with Mediacom Science, analysed responses from more than 1,000 UK consumers to reveal how they interact with brands via social media and email.

It revealed that 73% of respondents could be reached through social networks and 95% check their emails once a day, yet very few brands were effectively integrating email with social networks.

Almost three-quarters of the respondents used email to receive notifications for social networks, and the majority still used email for private communication and online purchases.

The research also found that 32% of those active on social networks were fans or followers of a brand. The majority of them were motivated by functional reasons, such as gaining a discount, while 25% were motivated by the desire to demonstrate and share their attachment to the brand with contacts.

It found that very few people were using sharing features, suggesting that brands were also failing to effectively optimise email marketing tools.

Volker Wiewer, chief executive of eCircle, said: "When effectively integrated, social media and email can create a potent combination. However, our research suggests that brands are yet to truly utilise the power of these channels working together."