If you’re one of those companies that’s been transitioning from email marketing to social marketing, you may want to rethink that strategy. Granted, millions of smartphone users rely on sites like Twitter and Facebook to learn about new products and find deals on their favorite brands, but the majority of them still rely heavily on email.
How do we know this? By looking at the thousands of home screen pics recent iOS 7 adopters have been sharing around the web. Culling through nearly 300 of them myself, I found only two screen caps that didn’t include the email app icon in the dock (the “locked” bar at the bottom of the screen). Even those two had the email icon somewhere on the home screen (the first page of apps).
This tells us that email is quite important to even the most social of users.
It also reminds us that mobile-friendly emails are important. More and more folk are bypassing connecting via a desktop computer. Some don’t even have one, while others rely on it only for specific tasks, spending the majority of their online time with smartphones and tablets.
The screenshots also show us how socially connected users are. Typically, smartphone users will organize apps in order of importance, with the most regularly used apps on the first page. In the screen caps I studied, the majority had Facebook, Twitter, and at least one other social app on the first page. This was usually Instagram or Vine, but plenty also connected to Pinterest and YouTube. The more “techie” and business users (which was deduced from the content of their tweets) opted instead for Google+ and LinkedIn.
Then there are those who don’t organize social apps on page one. But, they still dock email!
Business marketing needs a healthy balance between social and email. By finding out which social networks your target audience prefers, you can better strategize. But it doesn’t look like email marketing is going to be replaced by the social world anytime soon.