Tuesday, March 27, 2012

Facebook Engagement Resembles Email

The study of 1,481 U.S. consumers 18 and older found parallels between why consumers like Facebook pages and opt-in to email lists, including a tendency to interact more with local businesses than with national companies.

Here are 10 key findings from the study:

  • Producing content that’s irrelevant or that over-communicates drives consumers to unlike and unsubscribe.
  • Despite the widespread use of mobile devices, 84 percent of consumers primarily access email from their computers.
  • The organization it is from and the subject line are the top reasons why consumers open emails from a business or nonprofit.
  • Lack of interest and over-sending are the top two reasons why consumers do not open emails from a business or nonprofit.
  • The top reason why consumers subscribe to a business’ email list are to receive discounts and special offers.
  • Consumers primarily like Facebook pages for discounts and promotions.
  • Consumers decide to opt-in to email and Facebook for similar reasons.
  • Over-emailing and irrelevant content are the top reasons why consumers unsubscribe from email lists.
  • One-quarter of consumers prefer to opt-in to local businesses over national businesses via email and Facebook.

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