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People who buy products marketed to them via email spend a whopping 138% more than people outside the email marketing campaign.

With figures like that, email is a channel your business can’t afford to ignore.

So why is email marketing so valuable? It’s because your subscribers want to hear from you. They’ve signed on the dotted line, metaphorically speaking. They’re a warm lead, ready and primed to buy what you’re selling. Most people check their inbox multiple times a day (if you’re anything like me, ‘multiple’ doesn’t even do it justice) and they trust you enough to let you in.

Don’t break that trust, and you could be making some serious money from email marketing.

Here are six tips to make sure your email marketing is on the money.

1. A Strong Subject Line is Everything

The cardinal rule of all marketing: if they don’t see it, they can’t buy it.  You could compose the best email in the whole world, but if your subject line doesn’t get their attention you’re heading straight to spam. Do not pass go. Do not collect £200.

I could write a whole piece about optimizing your subject lines, and there’s no shortage of research on the subject, but I’ll summarize:

Keep it Short: 6-10 word subject lines have the highest open rate, so don’t ramble.

Choose your words carefully: If it sounds like sales rhetoric, bin it.

Personalise: Personalized subject lines get up to 41.8% more opens so use merge tags to add personal touches.

Be Benefit Orientated: A pro tip from copywriters everywhere: focus on the benefits. Why should your prospect open your email? What do they stand to gain?

Don’t SHOUT: Caps can be used to some effect very occasionally, but on the whole stick to sentence case or Title Case. No one likes being shouted at, especially not from the comfort of their own inbox.

The subject line is often a critical component to increasing open rates, but if you want to really hone in on boosting your opens, then this post on seven valuable email marketing strategies will benefit you.

2. Work on Your CTA

A marketing email without a call-to-action is just an email. If you don’t tell your prospects what action you’d like them to take, they probably won’t take any.

Here’s a great example from Vistaprint:

3. Leverage Transactional Emails

If you’re not using transactional emails as an upsell and cross-sell opportunity, you’re missing a trick.

Transactional emails are the email you get to confirm you’ve done something, triggered by an action you’ve taken such as inputting your address, purchasing something or setting up an account. Transactional emails have a 4 to 8 times higher open rate than other emails, so they’re a valuable opportunity you shouldn’t be wasting.

Here’s an example from Harvard Business Review after I signed up recently:

They’re ticking all the boxes with this message. Notice how they immediately confirm my registration, as well as reminding me why I registered in the first place – re-emphasising the benefits to make me feel good about signing up.

Then they capitalize on these emotions by offering me a time-sensitive saving of 20% if I go a step further and subscribe.

Email marketing best practice from HBR – they’re doing everything right.

4. Personalization is Key

Personalization is when you send targeted, specific content tailored to your subscribers. For example, you might personalize based on purchase history, subscription preferences, location, or interests. It makes people feel like you’re talking to them personally, which makes your emails harder to ignore.

Personalized emails can incentivize subscribers to buy, upsell to current customers, and reactivate dormant subscribers.

Back in the day, personalized email meant sending emails one-by-one, but that isn’t the case. Today, email marketing software can segment your email lists and automate most of your campaigns, all with minimal effort.

Everything comes down to how much data you can collect about subscribers, and how well you segment your lists.

That’s how transactional emails work too – consumer behavior triggers an email, or a series of emails, specifically designed to appeal to and convert customers at that stage in the funnel.

5. Think Mobile

Up to 70% of emails are read on mobile. If your emails aren’t responsive, you’re losing out on a lot of potential custom.

Focus on keeping your emails short and sweet, as well as checking to ensure your images load. There’s nothing worse than working hard to create a compelling, converting email only to discover after you’ve sent it that it looks horrendous on mobile.

The things to look for are:

Length: Long text and mobiles don’t go well together. It’s like Mark Twain says – “I didn’t have time to write a short letter, so I wrote a long one”. Writing shorter is more difficult – it demands clarity, precision, and flair. Go back to basics and highlight the core benefit of your email, and work your copy around that.

Images: Images are the most obvious way an email goes wrong on mobile. Not loading, not displaying properly, displaying HUGE and sending the text all over the place. Sort it out.

Most email platforms will show you exactly how your email will look on mobile, but if not, you could simply try sending it to yourself and see how it looks!

6. Split Test EVERYTHING

As with everything marketing, different things work better for different people, different audiences and different products. These tips are all generally accepted email marketing wisdom, but testing is the best way to refine your own unique campaign.

Split testing, if you’re not familiar with it, sounds more complicated than it actually is. It simply means splitting off a small proportion of your audience and sending different versions of your campaign out to different segments. You can test how well each version does, and then use the highest performing campaign across your whole audience.

Only change one variable at a time to isolate the specific cause of the high-performance (or low performance – you can use split-testing to troubleshoot too).

You can test any element of your email – from CTA to subject line, images to headline, offers to layouts, and through a process of elimination you’ll work out what the perfect email composition is.

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What Are The Benefits Of Email Marketing?

You as a marketer may have heard that email marketing is no longer effective. For many marketing departments, this is a common worry.

In fact, 73% of millennials expect businesses to interact via email, and 40% of B2B marketers claim the email content in their newsletters is most crucial to their marketing success. I like Also, 99% of customers regularly check their email, making it the most popular way for them to receive updates from brands.

Benefits of Email Marketing Create personalized content

Sending the correct email to the right recipient at the right time is essential for an effective email marketing plan. Personalization and segmentation can help in this situation.

Collect feedback and surveys

If you want your customers to keep interacting, engaging, and making purchases from your company, maintaining the customer experience at the forefront can be quite beneficial.

It’s actually one of the greatest methods for determining your Net Promoter Score (NPS). This indicator enables you to comprehend the proportion of patrons that support and criticize the company. Develop plans for enhancing the customer experience using the information provided here.

Improving sales

Of course, email marketing is a fantastic tool for marketing, but it may also help you make more money.

In fact, 670 percent more sales were generated by marketers that deployed segmented programs, and 59% of the marketers cited email as their top source of ROI.

Also, 59% of those who responded to the study claimed that they are influenced by marketing emails when making purchases.

Campaigns for email marketing can easily incorporate messages to encourage sales from customers who are more inclined to buy since they subscribed to news and updates. Email marketing can also be used to automate some steps in your sales process. Sales are boosted as a result of this. For instance, automated messages may be sent to prospects that sales reps desire to interact with and sales decline campaigns can be automated using HubSpot’s free email marketing tools.

Communicating with your audience

It’s crucial for marketers to constantly work on their audience communication. Your audience is more likely to be devoted to your brand when they feel like they can communicate with you.

Generating traffic to the site

How do you get outstanding material out to your audience once you’ve created it? You typically email them.

Email marketing strategies increase website traffic and SEO for your website. Keep your audience interested in your website and brand.

For instance, a lot of you could have arrived at this page from a HubSpot marketing email. This is due to the fact that email is a fantastic technique to benefit your audience. We accomplish so by using email to distribute content and drive traffic.

Always include a call to action (CTA) in every email you write that contains a link to your content so that readers can visit your website.

Sending timely campaigns

A standard marketing campaign has a date and location, but planning and organizing might take months. But, you probably have no idea if the relevant audience will see your marketing materials at the appropriate time.

Email marketing, on the other hand, requires less time to prepare, so you have more time to build a comprehensive campaign. Make sure your email is received by your audience at the appropriate time.

You can send content at the appropriate time, for instance, by segmenting your audience.

Reach out to the right people at the right time

The correct clients must be reached during the proper time for a marketing campaign to be successful. People frequently check their email, making it simple to contact them with email marketing. Any marketing campaign’s success can be increased by having access to it at all times on a variety of devices. This entails frequently speaking to a captive audience and being recalled.

Produce cost-effective campaigns

The cost of photography, site fees, printing, mailing, placement, etc., is one example of a cost that is not incurred. Just a copywriter and a graphic designer are all you need (if you are not utilizing stock images). This may also be a team player.

Moreover, email campaign creation is quick. You can build an email in a day if you’d like. Compared to the time it requires to create a direct marketing or print campaign, this is significantly more cost-effective.

Having a forum for self-promotion

Sometimes it can be awkward to self-promote in places where prospects haven’t necessarily opted-in to receive updates about your business. However, self-promotion is one of the best ways to attain customers. If you can’t promote yourself and sell your company, no one will buy from you.

With email marketing campaigns, you’ll always have an avenue to promote yourself, especially since customers opted-in. You can send emails about new products, features, benefits, or new content. Since customers want to hear from you, this self-promotion isn’t unwanted or disruptive.

Own your media and contact lists

Where potential customers may not want to receive notifications about your firm, self-promotion might be challenging. But, one of the most effective ways to draw clients is through self-promotion. Nobody will buy from you if you can’t market your business and yourself.


What Are The Best Algorithm Tips For Digital Marketing?

At first, algorithms were used in manufacturing processes or as tools for market information. But in the modern world, when commerce and technology are pervasive, we may perform predictive analyses using the characteristics we want or already have. Algorithms can be employed in the field of digital marketing to manage customers and effectively offer the appropriate material to them.

A customer’s habits, actions, interests, and experience data must form the foundation of an algorithm for it to be effective. With this, you can choose who receives what depending on factors like hobbies, age, and domicile. The term for this is audience segmentation.

Algorithms are predetermined sets of instructions needed to carry out certain tasks. Algorithms are simply sets of instructions. Our daily activities include things like cleaning the bathroom and baking desserts.

Importance of Algorithms in Digital Marketing

Tell me about social media algorithms first, though. This is a method of relevance-sorting posts in a user’s feed. Content is prioritized according to its potential and relevancy, yes. Many social media networks exhibit diverse behaviors from algorithms. Yet they do share something. These systems populate your feed with posts from chosen accounts. Marketers have long faced difficulties with algorithms. Everyone does not want irrelevant stuff to surface in their feeds, though, given the deluge of social media content. Understanding how social media algorithms operate is an art that we have already mastered.

Algorithms and Social Platforms

When it concerns social networking sites, most people are familiar with algorithms. An algorithm chooses the posts that will show up in your feed. Social media algorithms discover your interests and suggest users and accounts for you to connect with.

The parameters for each social media platform’s algorithms vary slightly. Engagement is the key to using Instagram. This implies that the wider your reach, the more interaction your account receives.

Facebook communicates with you through your close friends. Based on your preferences, this circle enlarges to display pertinent information.

Twitter displays the most recent news in your feed based on your location and interests. TikTok is dedicated to sounds, hashtags, and hobbies. LinkedIn investigates relationships, relevance, and engagement potential.

Algorithms for Digital Marketers

Many online platforms, including Google, place an emphasis on user-friendliness that motivates users and web designers to produce relevant and high-quality material. Online algorithms enable users to engage with customers in a more personal way by ranking material and people. Marketers are beginning to take use of these algorithms to build their brands and enhance their offerings.

Based on your online activity, each social media network has its own algorithm that it employs to display information. As a result, there is no one online marketing strategy that works for everyone.

The A* search method, which aids in locating the fastest route to a specific location, is another helpful application for efficient time management. Knowing what needs to be done first will help you complete the task more quickly.

Examples of Best Algorithms Instagram

Of all social media platforms, Instagram does have the highest rate of engagement, and its algorithms make sure that the content that has received the most likes is shown. This algorithm’s prioritization of posts from accounts that people routinely and consistently interact with is another aspect.

The more recent your post is, the more likely it is that other people will recommend it. Engage with followers within the first hour of uploading if you want your material on Instagram to get seen.

Google Ads Pinterest

Original, recent, and fresh pins are required, as well as high-quality photographs. A maximum of fifty pieces of content can be scheduled by digital marketers each day.


LinkedIn is a popular and effective marketing platform among B2B marketers. LinkedIn gives material from individuals who post frequently and with whom it has already interacted more priority. The platform gives native content, such as text postings, videos, and photographs with text, priority over information on company pages.


More issues and more fixes. In the field of marketing, excellent solutions are becoming more prevalent. The technology that supports algorithms makes our work considerably simpler and more efficient. We must remember that humanity deserves to value such a valuable tool, nevertheless.

Instead of becoming overwhelmed by the always-altering social media platform algorithms, marketers must learn how to benefit from improvements. A stronger digital approach increases brand recognition and customer loyalty, resulting in increased sales. Sales are directly affected by the use of digital marketing effectively.

4 Reasons You Can’t Keep Doing The Same Thing With Your Email Marketing

Email marketing has alway enjoyed a reputation as a reliable source of responses. Send an email, get chúng tôi an email, get chúng tôi an email, get pageviews…

While the results are still remarkably good, each year they get a little bit chúng tôi you accept the ROI figures published by the USA’s DMA:

2008 $44.93 (return for every $1 invested)

2009 $43.62

2010 $42.08 (estimated)

Not much worse, mind, and many other marketing channels would sell a close relative for those kinds of figures.

However, high ROI comes largely from email’s low costs. If you want to ramp up the actual profits attributable to email, you have to invest more in targeting and technology.

The rate of decline also depends on what else is going on in the online environment. And there are several trends that warn against email complacency.

1. The diversification of communication

For many years, email was pretty much the only way you could get updates on new content or promotions from a website. This is no longer true.

The cracks first appeared with blogs and the accompanying web feeds. Now we have remote interaction and communication with websites via Twitter, Facebook, SMS, IM and their ilk. Not to mention an ever-growing mountain of online content and information chasing the same audience.

User attention is split between a growing volume of channels, media and online sources of information and entertainment. You have to fight harder for your share of that attention.

2. Growing email competition

You’re not the only organization that understands the value of email marketing. Economic turmoil taught people to refocus on accountable, measurable, reliable marketing tactics. In other words, email marketing.

The UK DMA’s quarterly benchmarking reports show the volume of email sent through ESPs jumping each quarter through 2009 to a level almost double that of 2008.

Then we have the rise of Bacn: all those email updates from social network sites alerting their members to new followers, connections, invitations, discussions etc.

The result is growing competition for attention within the inbox.

3. The social inbox

This inbox is itself morphing into a broader communication hub, as webmail services and email software manufacturers build more and more social features and functionality into their products. (See, for example, the latest announcements from Hotmail).

Indeed, ISPs are looking at how users interact with a sender’s messages to determine whether those messages are even worth delivering in the first place.

A well-known example is when users mark a message as spam. That’s a negative signal the ISPs take account of when evaluating incoming email from the same sender. But some ISPs have indicated that such metrics as opens and deletes will also play a future role in “scoring” a sender.

All of which means “less important” messages get increasingly sidelined.

The social revolution online also changes expectations of how organizations communicate with customers and prospects. Users expect more from the communications they receive and can afford to be more selective given the variety of choice they now have.

4. Email on the move

Until recently, you could be pretty sure someone getting your email was sitting in front of a PC at home or in the office. Not anymore.

Over 50 million smartphones were sold in the first three months of 2010. Litmus report the iPhone has become the sixth-most popular email client, and last year Pivotal Veracity found mobile devices already accounting for around 10% of opened B2C emails.

Now throw in the iPad and netbooks.

Emails designed (strategically and physically) for the desktop PC are increasingly consumed in a range of working, domestic and mobile environments, on screens of varying size, with different abilities to properly interpret the HTML that makes up the email.

The one size that fitted all email before doesn’t fit all email now.

Dealing with the challenge

Given all the above, what should you do?

The key factor to future email marketing success is always going to be increasing the value you deliver to recipients. That’s a rather tired mantra that’s generally ignored by marketers, because their emails are doing fine just as they are thank you very much.

But the consistent success of past email marketing efforts depended on a (relatively) unchanging online environment. And as we see from above, this just isn’t the case anymore. You only have breathing space if you’re already delivering more value than the competition.

And the competition is not just those sharing your niche, but just about everyone trying to attract audience attention online.

Value brings attention and ensures your messages are one of the recipient’s inner circle of preferred online sources.

This means exploring some of the more sophisticated options offered by your email marketing software or service. Things like trigger emails, segmentation and other data-driven tactics.

Beyond that, it involves moving away from a traditional mindset where emails are just top-down broadcasts looking for an immediate hit: a sale, a donation, a registration.

Email needs to reflect the social Internet, encouraging:

interaction (e.g. polls, surveys, user-generated content)

sharing (e.g. shareworthy content and tools to make sharing easy, such as SWYN links)

connection (e.g. encouraging recipients to formalize relationships with the sender through address book entries and social network connections)

long-term loyalty (e.g. supporting content that adds value to purchases and promotional messaging)

Finally you need to prepare for the mobile email revolution. It’s not here yet, but it is lurking around the next corner. At the very least, you can begin to consider how you might modify your emails design so it looks good on small screens, too.

It’s not just an issue of coding an email right so that it looks fine on your office monitor and the iPhone, though. We need to understand how “mobile” email consumption changes how people use email, and adapt our messages accordingly.

Posts like these can sound like Chicken Little, a harbinger of doom that never comes. That’s missing the point. We all know email is not dead, not even dying. But the long-term winners in the email marketing world are those who know that email is changing, and react accordingly.

6 Tips You Need To Get Sem Forecasting Right

Forecasting is one of those… things. There’s a myriad of thoughts running through your mind.

Each thought casting doubt in the accuracy of your glorified guess.

Do I aim low or high? What if I’m wrong?!?

What is competition going to do this year?

There are so many unknowns, how can I predict what’s going to happen when I’m not a wizard?

You have far more information available than you can imagine.

SEM forecasting is a series of educated guesses at its core. It’s a good place to deploy some basic game theory principles.

Forecasting is playing a game with incomplete information, much the same as the Google Ads auction.

We know the outcome that we want (growing conversions), but we don’t have complete information on the economic condition of the auction.

I recommend readers either learn from Annie Duke, former poker player and author of Thinking in Bets. She lays out a series of decisions and quantification methods to make the right choice with incomplete information.

Here’s a link to the book itself, a podcast, and a lecture at Google to review.

While we’re always dealing with incomplete information, we do have options. We can use history to make a series of educated guesses to get forecasting a little right-er.

Before you start you’ll need to segment your traffic into performance pools. That is, break your campaigns into traffic sets where conversion rate and/or CPCs are materially different.

If you’re maxed out on brand but apply the same growth level to… everything, you’ll wind up missing by a mile.

I recommend segmenting your PPC forecast into four main categories:




Display prospecting.

I’d also recommend diving into devices – mobile vs. not mobile is sufficient.

You can go deeper or stay in the shallow end if you prefer, but these vary enough to warrant their own individual forecasts.

What follows is a walk-through of assumptions I make during forecasting to help guide decision making and get things right.

1. CPCs + CPMs Will Increase Year Over Year

“Why am I paying more for the same?” asks the CMO.

Because inflation and Wall Street, that’s why.

If your account has history, try to map CPCs out over a few years to see how they’ve trended to guide your decision.

If it’s a newer account, your best bet is to trust Google’s planning tools and build in a mid-year reforecast.

This year has proven to be a bit more variable than years past, but a 10% increase in CPC/CPM is generally a safe assumption.

If your conversion rate was 3% for non-branded mobile campaigns last year, it will be 3% next year.

If you don’t do any testing, no improvement will happen.

If you do test (which you should), adjust your assumptions. An increase of 25% (e.g. 4% to 5%) isn’t outside the realm of possibility if you do make a significant investment.

If you want testing tips, check my tips for improving PPC landing pages.

If you’re starting from scratch, it can be a bit more challenging to forecast. A safe assumption is that your brand campaigns will correlate with direct traffic, while non-brand will be close to organic.

3. The Calendar Will Change, As Should Monthly Forecasts

Black Friday 2023 was November 23, which meant Cyber Monday fell in November.

Black Friday 2023 is November 29, meaning Cyber Monday will fall in December.

Christmas this year is on a Wednesday (vs. Tuesday last year), meaning we’ll likely be able to eke out a few more days of shipping.

The 4th of July is on a Thursday this year, meaning the entire weekend will be heavy on vacations.

Last year it was Wednesday, meaning it acted more like a short break than a summer holiday.

November and July will perform “worse” year over year. December, “better.”

Factor the environment in your forecasts by diving a bit deeper.

4. Competitors Will Stay Steady, As Will Auction Dynamics

We all know this isn’t true, but it’s the best we’ve got.

Competitors will come and go. Competitors will change their strategy… a lot.

Barring any significant external factors, you can safely assume the volume of competitive pressure will stay flat.

It’s rare to see a competitive set exponentially grow overnight – after all, there are only so many ad slots.

Competitors will come and go. They will adjust strategy, but the quantity and pressure (likely) will not.

Everybody would love to get more traffic out of their best performing targets.

Unfortunately, there’s not always more traffic to go get!

In turn, your aggregate forecast would be at a $1.09. If you’d like to include the YoY CPC increase, the “rightest” forecast would be at $1.20.

Math outlined below, but also check out Hal Varian’s (very old) video on bidding. The link points to the specific point about incremental costs.

The lone exception to this rule is being limited by budget. If your campaigns are budget constricted, you’ll be able to open forecasts at the same-ish rate.

6. Investments in Top of Funnel Will Influence Bottom Funnel Inventory

This segment may be the hardest one to quantify, but is also likely the most important.

There are two questions tied to each marketing effort:

The direct response.

The down-funnel effect.

Think of it this way:

If you launch a big display campaign, you can assume that it will cause some material lift in brand volume and retargeting campaigns.

Exactly how much of an influence is a bit more challenging.

Take a look at previous efforts to see how much of a down-funnel effect it had. After all, yesterday is usually the same as tomorrow

But Wouldn’t It Be Easier to Forecast in Tiers?

Well, yes and no.

Creating layers of assumptions to draft high-medium-low forecasts gives you more of an opportunity to be right. But it diminishes the value of your assumptions as the forecast moves up the chain.

CEOs don’t want three scenarios we think might happen – they want one thing they can take to the board.

Instead, think in bets! Add a gut-based probability to each outcome, weighting the likelihood of each.

Once you start assigning a bit of math to these assumptions, the “right” forecast to a metric becomes crystal clear.

Below is an example of how to think about it for conversion rate. We expect conversion rate will be 3% – it may rise or fall, but we expect it’s twice as likely to soar than it is to fall.


Remember dear readers, a forecast is a guess based on assumptions.

The clearer and more defined your assumptions, the more precise your projection.

As long as you lay out every assumption behind a forecast, there is no way a forecast will ever be wrong!

More Resources:

Image Credits

All screenshots taken by author, June 2023

Email Marketing Vs Social Media

Is it a knockout or a points decision?

According to a report produced by Royal Pingdom, Internet 2011 in numbers, there were more than 2.2bn email users in 2011 and 3.4bn email accounts, this figure growing by 500m. According to Radicati, this number is expected to grow to 4.1bn by the end of 2023.

There is always a tendency when new technologies come along to throw out the old in favour of the new. Email is often seen as out of date and its value diminished by the exciting opportunities that social media appears to open up.

Of course it’s essential to build in emerging channels to our marketing strategies to keep us in contact with our growing audiences but as its true that marketing cannot rely on digital alone, so it is that we need to ensure we are maximising all channels we have at our disposal. And while social is a constantly changing environment, email remains a core feature in our everyday lives and has proved its effectively time and time again.

While social media can be great for raising a brand’s profile, most consumers still respond better to offers made in an email. In this sense, social media is the tool that acts to warm up the audience with email coming in to close the deal.

Like anything, email must evolve to remain relevant and we have already started to see some more social elements in its functionality. However most of us would be hard pushed to imagine a world where we carry out our business transactions through Facebook Messenger or MSN chat or request our bank statements be IM’d to us each month.

Abi Clowes, Head of Marketing at Pure360 says “As a marketer I see social as another channel to send messages through – no different to mobile or email, it’s great that it expands our reach and allows us to target the person not just the title or consumer. As Pure360, we are seeing huge growth in the number of emails sent out each month, certainly not a decline. We’re talking 3 billion emails being sent a year. In addition we’ve taking steps to better integrate email and social campaigns so people can send their messages regardless of channel.”

Dave Choplin, Head of Microsoft’s Envisoneers team agrees,

“I think that email is dead when it comes to social media in the same way that snail mail was dead when it came to email. Time and again, it’s always the same thing. Enter the bright shiny new technology stage right, therefore old boring technology must exit stage left.

When all we had was email we would use email for everything.

Now we’ve got this wonderful selection of different kinds of communication. What’s nice is that our email starts to be for those communications that do truly need the kind of functionality that email offers.

The key thing for me is to dispel the myth that a lot of social media ‘luvvies’ would have you believe, that email is dead. Everything has its place and it’s really understanding which is the right tool for the job.”

If you’re looking for some clear and helpful guidance to maximise on the success of our email marketing, check out our Email Best Practice Guide as well as our Podcast Episode 43 where we talk to Sean Duffy, Principal Email Marketing Consultant for Emailcenter.

To answer the question we posed at the start of this post, Hostpapa has created an interesting infographic comparing email and social across 5 major success factors; Benefits, Growth, Usage, Reach and Features with an interesting, but maybe not unexpected result.

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