Online Business: Why Email Always Works Better Than Social Media
by Rae Steinbach at Taktical.co
Digital marketers use a lot of platforms these days. Social media. Content marketing. Apps. Podcasts. But email marketing is still more effective than most. It’s also effective with most consumer demographic groups. That includes millennials and GenZ.
Why? Email gives you a direct reach to your customers without distractions.
And email lets you reach more internet users than you could with any other strategy. Research shows that approximately 3.7 billion people worldwide had email accounts by the end of 2017.
Facebook can’t match those numbers. The popular social media platform still only attracts about 1.9 billion unique visitors a month. Email is more widespread simply because it’s been around longer. Email also has more practical applications than social media. That’s why it’s more effective than social media marketing.
Need more convincing? Email marketing also results in average clickthrough much higher than that offered by Facebook. That means a big return on investment for marketers.
The Importance of Direct Contact
It’s a fact that most emails are read on mobile devices. Many of your customers have their mobile devices on them all day. Reaching them is easier than ever.
Reaching customers directly helps your company grow relationships with them. The more people on your email list, the more you can learn about what customers want and expect.
That doesn’t mean any email marketing campaign is guaranteed effective. You need to make sure your emails are actually reaching customers. A list full of invalid or outdated email addresses can waste your time. An email checker can help you make sure you’re putting your efforts into growing real, meaningful customer relationships.
How Email Marketing Can Boost Return on Investment
Research says, successful email campaigns deliver an ROI of $44 for every $1 spent. That’s much higher than the ROI of most other forms of digital marketing.
That’s because email lets marketers encourage customers to take specific actions. The best marketing content will grab the attention of a customer, keep their attention, and end with a Call To Action (CTA.) The CTA tells the customer to sign up for a service, buy a product, share an article, etc.
Social media makes it hard to get customers to find that CTA. Your message has to compete with many built-in distractions. Just look at all that other ads and news feeds that crowd your content there.. Just because people see your content doesn’t mean they will read or act on it.
Email is different. You reach a customer directly. It also stays in their inbox until they do something with it (making it hard to ignore). And it doesn’t have to compete with other messages or ads at the same time.. This makes it easier to guide a customer to a CTA and act on your suggestion.
Digital marketing has evolved over the years, true. That doesn’t mean “older” techniques are no longer effective. Statistics indicate email marketing is still strongest tool in your toolbox. Plan your marketing campaigns carefully, and it will help your brand grow and thrive.
Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.
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