Posted by: Chad | December 6, 2010

Email vs. Social, Who will return a simple survey?

Recently, the company I work for surveyed a number of people to get opinions on a new concept for a food product line.

We sent the survey out through an email list. The product would qualify as a natural food (snack category). We used a list from a natural food store chain.

We sent the survey out to our 2 Facebook pages, which then fed into their Twitter accounts.

We offered a $5 gift certificate (for the store chain on the email list and Starbuck’s for the social sites) for the first responders (first 75 on email, first 50 on social sites).

The email list was about 4800 addresses, 815 people opened this email (17%) and 365 responded to the survey (8% of total emails and 45% of those who opened the email).

Our 2 Facebook pages have about 1550 fans combined, 5 responded from Facebook.

Our 2 Facebook pages feed into 2 Twitter accounts with about 870 followers, ZERO responders claimed Twitter as their source for the survey.

3 claimed they got the survey “from a friend”, 9 said “other” and 28 skipped the question.

Though the quality of the email list or the fans could play a roll in the results, and the immaturity of these specific social feeds also could (all were created in the last 6-18 months), with all things being equal……

The results from email greatly exceeded the results from social.

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Responses

  1. […] pal Chad Hartman recently shared results from a new product survey for a line of food products. In his post, Chad muses on the effectiveness of email vs. […]

  2. Interesting results. I would have guessed you’d see more responses from social channels considering the size of your audience.

    My thoughts based on this would be;

    – Email is a more ‘active’ communication channel (people read / empty their inbox)
    – Social is a ‘passive’ channel (people read as time permits, lower importance)
    – Email generates more qualified views of your content, therefore better conversion

    I’d be curious to know how much interaction you normally have with your Facebook audience, such as average comments or likes on posts.

  3. Good points James. And to your curiosity……When I post often on the pages, I get good interaction, when I post less, I get less. With that said, this was sent out during a “less” posting period. Also check out http://mediaemerging.com/2010/12/07/market-research-smackdown-social-media-vs-email/ as the conversation continued.


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