Digital marketing has changed a lot in the few years since the internet has turned into a major business. One big trigger is the rise of social media.
With Facebook recently celebrating two billion users, and many other networks not too far behind, there’s never been anything like it in terms of a captive audience. But has social media marketing replaced email marketing? Here’s what you need to know.
1. Higher Effective Reach
Email marketing is the modern-day equivalent of direct mail, except much, much cheaper. With the right email list, and tools that tell you when your emails are opened, when links are clicked and the potential to reach a highly engaged, interested audience, it’s got great reach.
Social media is more like traditional disruptive advertising, and while there is some targeting potential, you’re still sending your message out into the void with no guarantee.
2. Killer Click Throughs
Email marketing requires your readers to opt-in. This indicates your subscribers are interested in what you have to say. Emails have the highest click through rates of outbound digital marketing, bar none, by a very high factor.
3. Massive Conversions
Properly done, email marketing delivers massive conversions. In fact, up to 60% of consumers have reported that they have made a purchase because of an email marketing message.
4. Lower Cost
There’s a reason email has replaced snail mail. It’s cheap, easy, and quick. There are even free tools for email marketing. MailChimp is free for your first 2,000 email addresses and you can 12,000 a month for free! If you write your own emails, there’s zero cost to get started.
5. Better ROI
Dollar for dollar, done correctly, email delivers approximately 40 times more customers than Facebook and Twitter combined. You just can’t beat those numbers.
1. It Takes Time
You can’t spam. You can’t buy email lists. Building a quality list takes time, and then building a relationship with email recipients takes more time.
2. Fewer Bells and Whistles
Email has come a long way, but it still doesn’t have all the media options that social networks offer. Plus, many email reading platforms automatically filter out flashy graphics and videos.
Don’t get labeled a spammer. Getting blacklisted for spam can kill your reputation and your chances as an email marketer.
Stick with sending to people that have signed up for your list. Don’t purchase emails lists or send to your social media contacts without their permission.
1. It’s Social!
Social media is, well, social. People are more likely to like, share and engage, and that can drive more business to your site and your door.
2. Going Viral
If you get everything just right, and the stars all align, you might go viral. Imagine what millions of views, clicks, likes, and shares could do for your business.
With the graphics, avatars, and banners social media offers as standard, it’s tailor made for branding.
1. Consistency Is Key
Attention spans are short. To stay relevant and interesting, you need to be consistent on your platforms. Automation tools like HootSuite can help, but you still have to do the work.
2. Too Many Choices
Facebook, Twitter, Snapchat, LinkedIn, Instagram, Pinterest, YouTube, Google +… with so many social networks, it’s tempting to want to be on all of them, but experience shows that no one can keep up that pace (not without a dedicated department anyway!)
Which One Wins?
In the battle of email versus social media, there is no winner and no loser. Simply do both, integrate them all into your plan, and get all the benefits!