Email Marketing Vs Social Media:
Why Email Reigns Supreme
There is a common perception that email is on the decline and that messaging or
collaboration tools like Snapchat, Slack, or WhatsApp will usurp it from its position as
our formal communication channel. However, this couldn’t be further from the truth.
Rather than replacing email, messaging and collaboration channels like these are a
perfect complement to it.
When it comes to direct marketing, the most effective and cost-efficient channel is
still email. It is not the only digital marketing channel, but it consistently
outperforms any other method for acquiring new customers. In fact, it is the second
most effective customer acquisition channel in the United States (behind organic
search).
Despite some of the hype around messaging apps and collaboration tools, they are
best suited for communicating with other people within your company or
organization. They also don’t provide the same level of engagement that email
provides. Email provides businesses the opportunity to nurture connections with
their audiences, building trust and positioning themselves as experts in their field.
Additionally, when it comes to conversions, email is the king. The average click-
through rate for an email campaign is 3%, while the average click-through rate on
Facebook is only 0.5 %. For this reason, it is important to understand your audience
and create campaigns that are relevant to their interests and needs.
With 4 billion daily email users, marketers have a huge and highly targeted audience
to communicate with. Unlike social media, which casts a much wider net, email is
highly segmentable, making it possible to target specific groups of potential leads or
customers.
In addition to this, email is the best channel for fostering engagement and
generating feedback. While some companies may receive complaints or gripes over
their products on Twitter, most retailers find that the majority of their product
feedback is received via email.
In summary, both email and social media are extremely useful digital marketing
tools that can be used in tandem to reach a business’s goals. However, it is
important to take the time to determine what those goals are and then choose a
channel that will be most effective in reaching those goals.
If a business is looking to build rapport and engage with their existing audience, then
email is the clear choice. On the other hand, if a business is seeking to acquire a
broad audience that they do not already have an email list, then social media could
be more effective. Either way, a well-rounded digital marketing strategy will utilize
both channels to ensure maximum exposure and return on investment.
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