Wednesday, January 06, 2010


Is Twitter a better drip marketing tool than email?

It all still depends on whether your customers are using Twitter, but let’s assume that they are.

Let’s do the math.

You have 2,000 subscribers to your email newsletter.  It goes out once a month, gets a 20% open rate, and 20% of those opens click on something.  That’s a 4% clickthrough rate, reasonable to expect if the list is mostly opt-in and your content is relevant to the audience.

That means every month, 400 people saw your email and 80 of them read something. 

Let’s say you have 2,000 followers on Twitter.  I have just over that as I write this, and get 14-16 clicks, on average, for each tweeted link.  That’s a 0.8% clickthrough rate.  And perhaps 5X of that number have read the tweet but don’t click (same ratio as email), so 3.2% of followers at least see the Tweet.

But the newsletter only goes out once a month.  You tweet every day.

Let’s assume you tweet just once per day for 21 business days a month.  Sixteen clicks per tweet becomes 336 clicks, or a 16.8% clickthrough rate across the month.

Clearly there’s overlap between tweets and clicks.  But I doubt it’s a 4X overlap vs. email.  Even if your newsletter goes out twice a month, Twitter gives you more impressions and clickthrough.  And that assumes only one tweet per day, and only on weekdays.

So which is more valuable as a drip marketing tool for your business?  Do you agree or disagree with the math?

Perhaps more important, what’s your experience been if you’re actively using both channels to engage customers, prospects, partners or other audiences?


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