Ben & Jerry‘s sent an email to their email newsletter subscribers (or called by Ben & Jerry’s as a ChunkSpelunker) last week that they will be turning off email marketing campaigns and focusing their efforts on social media. From a tweet yesterday, US fans will still receive emails and only UK is affected. Regardless the buzz around this this has been enough that it raises the question is focusing on 1 strategy in lieu of another effective? I congratulate Ben & Jerry’s on this bold focus as social media is awesome if leveraged correctly; however, abandoning email seems like a risky decision. Thank goodness they are not getting rid of some of their amazing flavors, such as my favorite Mint Chocolate Cookie.
Based on what an amazing company Ben & Jerry’s is and how innovative they are, I am sure the decision by Ben & Jerry’s was made based on both customer feedback and email marketing expense; however, when used together email and social media can be extremely effective. As reported by ExactTarget, 58% of online consumers begin the day with email, followed by checking a search engine or portal site (20%), and Facebook (11%).
If I was Ben & Jerry’s (and wouldn’t that be nice except for being quite heavier) I would focus more on how to make my email newsletter’s more relevant to a user and not abandon it. Email is not going away anytime soon so this decision seems a little too aggressive. Email can prove to be a great way to connect with customers and to find out what they like. Sure, social media is awesome at helping connect with customers but not for everyone. Shouldn’t a business connect with customers in the way that works best for them?
With all the noise on social media sites could Ben & Jerry’s and other large brands that are going to follow them miss out on potential opportunity if they don’t leverage other communication strategies? If I received an email from the Scottsdale Ben & Jerry’s inviting me in to try out the latest flavor they would have a much better chance of converting me than posting that on Facebook. Reason being is that I will not check their Facebook page every day and based on Facebook news feed optimization formula (as shown below) if I less frequently visit the Ben & Jerry’s Facebook page my affinity score would be low; therefore, missing out on updates, specials, flavors, etc.
However, if I received a custom email I would see the opportunity and seriously consider it. Being where YOUR customers are is key to improving the “connection process.”
What are your thoughts on Ben & Jerry’s decision? Do you support it? Oh, what’s your favorite Ben & Jerry’s flavor?
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