6 Reasons why you should consider email marketing over social media

Have you noticed how marketers are adapting to email marketing more than social media? There is a reason for this, and it goes beyond the social sharing and other traditional marketing ways.

Platforms such as Twitter, Facebook and Pinterest may have been vital for your business, but they are directionless at some point because of the degree at which the newsfeeds or the algorithms are changing, and that are constantly filled with news that mostly goes unnoticed. It’s certain to the extent that your engagement with your hard-won audience will not just be challenging but also increasingly pointless.

By way of illustration:
If you have 2,000 Likes on Facebook, 2,000 followers on Twitter, and 2,000 email subscribers – here is what you will see:
• 120 Facebook fans may glance your message
• 40 Twitter followers will see your message
• 440 people will open your email.

Here you have the results where the numbers are 2.8x times greater with email when compared to Facebook, and Twitter combined. The above results of an analysis done by Mailmunch and this may as well vary based on how you market your campaign. With better subject lines and engagements you may quite literally see a drastic increase in open and click rates.

Here are the 6 main reasons why you should consider email marketing over social media:

1. Email is the powerful marketing Business tool:

Very simply, email is an incredible tool. As the numbers speak, there are a total of 2.9 Billion users in the world are users of email, which is nearly 3x times the number of Twitter and Facebook accounts combined.

Email is a more serious medium of communication for most businesses today and that it will remain this way for as long as the business exists. Email is professional and social media is still personal. There are many people who avoid social media accounts, and there are as many businesses and individuals who use email for as a source of a major business tool. The fact that email has a great scope in modern-day business is undeniable, millions of emails are sent every single day in all fields, across various platforms.

2. Social media algorithms are ironic and fickle:

Popular social media channels like Facebook, Instagram, and Twitter all work on the basis of social media algorithms, which keep changing every now and them. Depending your business to work on social media is what you may look up to as an option but certainly not something that you can rely on.

As per Bufferapp, Social media algorithms are like “Dog Years”. They progress and change at the rate of 7 years which is equivalent to one year on the Human calendar.

When you know the circumstances, it’s ideal to use the simple and straightforward approach to connect your message with your target group of audience and never miss out.

3. Email competition is less compared to social media:

With so much happening on social media, you may be wondering if email is still effective. The rate at which social media is growing over the past decade is exceptional, and it is worth using it. However, it still doesn’t beat email. Simply because there are more people who frequently use email accounts than social media and many consumers opt to take emails on the higher note when compared to social media.

According to Optinmonster, 7 of 10 end users prefer email over social media for any permission-based promotional messages

To be precise, every user who likes your page and follows may not be keen to follow your marketing activities, but on the flip side, the chances are that one who has opt-in subscribed is more likely to follow on your activities. Email is a gateway for you to get to reach the right audience at the right time.

4. Email analytics are easily measurable:

One of the main strengths of an email is that it is easily measurable. Some of the top email metrics like email click through rate, open rate, delivery rate can be measured using automation tools available in the market that in turn increases the effectiveness of the marketing campaign.

It is a well-known fact that for every $1 spent, email marketing generates more than $38 in ROI, and such response has been made possible to measure and analyze only with emails.

5. Email marketing is cost-effective:

How would it feel to save more while you earn more, it is possible with email marketing. It doesn’t matter whether you are small or a large business, you will certainly see results that will take you a notch higher from where you are.

Of course, social media is free and vast to gain thousands of followers without having to spend a dollar. However, it needs a serious time commitment. Whereas in an email marketing all it takes is to have opt-in forms and build email list of your target segment or you may buy an email list from a suitable vendor.

6. None can limit access to your audience:

When you have a subscribers list, you have a target audience who are willing to invest in your services or products. Where as in social media it’s not the same, you are targeting a crowd who may be least interested in being a buyer.

For example, if you have a subscribers list of say 10,000 people and you send a broadcast email, there is a huge chance that your email is going to land in the inbox of 90% of your intended target, and the rest 10% may bounce back because of technical and other issues.

If you have 10,000 likes on Facebook or Twitter, and if you post an update it may hardly reach a few hundred.

Your potential prospects mainly come from email when they give you their email address with permission to send them an email, followers on any other social channel are just some of the many who are keen to know but not to invest.

To Conclude:

Email has remained the king of the marketing kingdom and email is one category that generates the highest ROI for marketers. While social media shouldn’t be ignored, email has higher conversion rates.

Nonetheless, social media is a great channel to build marketing activities, and email is the foundation for a business. Combining the two not only will increase website traffic, but they as well bring a bigger Return on Investment.

Robert Jordan, a seasoned marketing professional with over 10 years of experience, currently working as Media Relations Manager at InfoClutch Inc. Have expertise in setting up the lead flow for budding startups and takes it to next level. Have a deep interest in SEO, SEM & Social Media related discussions. Always open for new ideas & discussions.

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