Social media is on the way to replace email. We can expect more relevant messages, less spam, better productivity and more branded messages. May not happen tomorrow, but soon it will.
Facebook COO Sheryl Sandberg supported idea that email could be replaced by social messaging. Mostly by Facebook and Twitter. This won’t happen tomorrow, but by her report from Neilsen’s consumer 360 conference, only 11% teens use email daily. If brand want to reach teens obviously email is not the best solution anymore.
In the last 10 years email marketing become crucial tool for marketers and great results can be achieved – faster and cheaper than any other point of direct marketing. But now there is a new kid on the block. Social media.

Messages in social networks present great value for brands. As social network work on recommendations, users are 400% more likely to buy product that is recommended. Brands don’t have to fear of being listed as spammers, as user who joined their Facebook pages or follow brand on Twitter actually want to hear from those brands. Higher relevancy plus less irritation equal better efficiency. And we know how email marketing is very efficient. Working with my previous client, I collected over 200,000 emails and achieved 46% open rate, totally changing their view on how to boost cash flow. Each time we sent our email, sales would jump as crazy. So when we need more cash – it was time for Dean and eDM. Money would start flowing into our account very next day. Now with social media, process is even simpler and faster. The whole point is to keep talking to people who really want your product. And if you have good brand or product – there are a thousands of consumers out there. All you need is efficient tool.

Email marketing is still great value, but we should always look at the future and start leveraging social media. If you want to be leader, you must start first.

Social messages could at least fade-out spam emails from our life. Messages are also clear and quick, easy to digest and receive. More efficient than checking emails for sure. Considering that in around 65% of all email messages sent daily are spam, this may be big step in stopping unwanted emails. This also means that you won’t spend lot of time going through all ‘funny’ email from your co-workers. You will check only messages everyone else ‘like’, cutting on 90% of old jokes. And mum – you better stop with emails and learn how to write in 140 characters too, as from now on I’ll follow you on tweeter.

To watch video from Neilsen’s consumer 360 conference, visit Fast Company website http://www.fastcompany.com/1660619/facebook-coo-sheryl-sandberg-on-the-e...