New Study Finds Australian Small Businesses Value Social Media Too Highly

Find out about the new study that suggests Australian small businesses value their social media far too highly. (Press Release) - Tuesday, December 4th, 2012

58% of Australian small and medium businesses value their social media too highly, a new study has found.

The study by Loud&Clear, a Melbourne digital agency, determined how many Australian business websites directed its users to its social media channels compared to subscribing via email.

Email marketing engagement rates remain substantially higher than social media. According to US provider Mailchimp, the average open rate for emails is 19.5%, while the average click-through rate is 3.7%. Meanwhile, the average engagement rate for a Facebook page is 0.12%.

Yet, while email drives higher engagement and stronger return on investment, Australian businesses are still getting caught up in the hype of social media.

Derek Halpern from top marketing and psychology blog Social Triggers says, “If you’re not building an email list, you’re making a HUGE mistake.”

The study also found that only 27% of websites even had an email signup form; meanwhile, 25% of Australian business websites had neither social media or email signup.

Corey Thompson, Loud&Clear’s Digital Marketing strategist has said, “It’s amazing how quickly businesses replaced email marketing for social media, when emails never stopped working.”

“In some cases we have seen email marketing generate over 2 and half times more revenue than social media, with significantly less subscribers,” says Thompson.

Thompson even puts his money where his mouth with, offering a challenge to anyone who can prove their social media outperforms their email marketing and he will optimise their email campaign for free.

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