Yesterday, end of day, I had the idea of lauching a little quizz on Twitter. I asked my followers (well, I know not all 1,230 of them were there, but that’s for later in the post) the following:
Quizz: 9 AM Monday. U have 10k newsletter subs, 10k Twt Followers. Need maximum reach by noon. Which way to go?
Of course, this being on Twitter, I had to keep the problem very simple. Actually, my question was just as simple as stated. If you needed to reach as many of your subcribers as possible (by that, I also mean your followers), which of email or Twitter would be better (no RT, no forward allowed).
I got a few interesting responses:
Jonathan Levitt (@jonathanlevitt), Justin Kistner (@justinkistner), Derek Fine (@derekfine), and Justin Cutroni (@justincutroni) said Twitter, right of the bat, with Jonathan even saying “Email is dead”. On the other hand, people like Christina Inge (@christinainge), Paul Frickleton (@paulfrickleton), and Diogenes Passos (@diogenespassos) went with email, while I had the in-between, “it depends”, bunch represented by Judah Phillips (@judah), Briac Guibert (@briac), and somehow Ed Borasky (@znmeb).
Obviously, the “it depends”, “what do you want to do”, and Judah’s “I’d test it” were, to me, the better answers from an analyst’s point of view. But that was not the intent behind the question. I really wanted to have people’s opinion on basic reach, heck, message broadcast!
If I may take advantage of this platform to offer my opinion, I think email is still more efficient here. I believe that I would have more chances to reach a maximum of those 10,000 subscribers within 3 hours than my 10,000 Twitter followers. From my experience, it is naive to think that every follower you have is exposed to your every tweets. Most of them are probably not listening at the time you tweet (and not many people read all past tweets over 2 hours I believe). Well, I think, because I can’t know for now; the tools that would tell us how many followers actually saw a tweet are not available yet (please, if I’m wrong, let me know!).
With email, your message has still more “shelf life” (assuming you are not in the spam box), which means that some people will still open it way past 9:00.
Obviously, the right answer should be to test it, which I will certainly try to as soon as I come across an opportunity to do so with some reliability.
And you? What do you think? I’m sure you appreciate the importance of the question.
I know a whole lot of marketers who would love to know the answer…