- Social media helps you expand your other marketing efforts.
- Social media helps you attract buyers.
- Social media helps you send better emails. (The Answer)
- Social media is a key driver for word-of-mouth marketing.
We live in a different time. You could send messages to thousands of your social followers back in the day (yes, social media has been around that long) and get an amazing amount of organic reach. That isn’t the case today. You must invest money in your social media pages and posts to get attention. Everyone who spent a great deal of time and money growing their organic followings should be upset. Having organic social posts isn’t saying they aren’t as valuable as they once were. They’re no longer effective like they were previously.
This makes sense. The number of messages displayed in a social feed is limited. Platforms like Facebook and Twitter have decided to prioritize content that is monetized.
However, you should be cautious about throwing your eggs in a basket you have little control over. Twitter, Facebook, and the other platform giants own your social media followers, not you. If they so choose, they can delete your account without warning (even if you have amassed 135K followers over half a decade).
On the other hand, your email list belongs entirely to you. As long as you have built a genuine (never bought) list of email subscribers, you can contact them whenever you like.
Around 15% of global email never makes it to recipients’ inboxes, despite recipients expecting it. Clean email lists and a good sending reputation are key to keeping your marketing message in your recipients’ inboxes.
You do need to put in some effort and time to make sure your emails arrive. As long as you follow the rules and do your due diligence, you will have no problem with your email program.
Only 6.4% of your Facebook followers see your posts. In contrast, email boasts an impressive 18% global open rate without even taking into account the people who read your subject line and preheader text but do not open the email.
Email lists belong to you. It is still possible to move your exported list to another provider if an email service provider closes its doors. Snapchat doesn’t allow you to import and export your Facebook followers. Wouldn’t that be great?
The humble email remains relevant – it isn’t just a fad app or website. What will your favorite social networks look like in a few years? Does anyone remember Myspace? What about Google+?
New social platforms come and go, but email continues to be relevant. It might seem like the dial-up connection your parents used, but it’s here to stay.
Are users more likely to use email or social media?
What is your preferred method of receiving business communications? Social media or email?
A study was commissioned to find out how Gen Z, millennials, and Gen X feel about email. Email is the preferred method of communication for a vast majority of business-to-consumer (B2C) interactions.
Only 24 percent of people chose social media as their preferred method of B2C interaction. The study also found that only 9% of people prefer to be contacted by brands on social media.
Consumers prefer to initiate contact with businesses through social media, on the other hand. According to our commissioned study, 39% of people prefer to interact with brands on social media, while 32% prefer email.
Is this a good or bad thing for your business? You’re likely to send out communications via email if you’re sending them out. There’s a good chance that your customers prefer to communicate with you via social media.
By demonstrating that email marketing and social media aren’t opposing tools, but rather powerful channels that should be used in specific ways, the argument is strengthened.
Get more leads and conversions with an email list instead of social media
Social media is comparable to a casual acquaintance, while email is like your phone book. You can better control your communications with mailing lists. This does not mean you should stop using social media. Your opt-in mailing list can be continually populated with new subscribers through social media.
1. More attention is given to you
A tweet on Twitter or a post on Facebook gets more attention than an email. Recently, Facebook has dramatically reduced the number of people who see your posts in their newsfeed. It is now necessary to use promoted posts to several you need to know to have any meaningful reach. When it comes to email, it’s a little different. People have less mail than tweets and status updates in their newsfeed, even if it doesn’t seem that way. Thus, if you’ve been able to sign them up for your mailing list, you have fewer competing messages. Another aspect of email is that users have to act on their emails, even if that means simply deleting them.
2. Limit access to certain information
You have complete control over the content and design of your email. Technically, email is more versatile than other communication methods. It is possible to include more information in an email without making it too difficult for the recipient. For social media sites, you are limited by the capabilities of the platform you’re using.
3. Improve results by personalizing
A brand page message on Facebook or a tweet on Twitter is more personal than an email. Email allows you to customize your messages much more easily than social media. It is possible to have one-on-one communications in social media that will not scale.
You can make emails feel more personal if you put some effort into them. On the other hand, you cannot do this with Facebook’s wall posts.
You either talk to one person, or you address everybody in more general terms. The more personal touch is why people feel that when they get an email, it is meant just for them.
4. Using segmented messages to increase conversions
The next step after personalization is segmentation. Email does this better than anything else! Your mailing list can be sliced and diced however you like. You have more information about what subscribers did in the past. You can segment subscribers automatically by using information about what emails they open and which links they click. It’s hard to track that to an individual level if you use Facebook, but it gives you some control over demographic targeting. With Twitter, you have no control.
Here’s an integration option you may find useful. You can match your social network contacts with your mailing list entries. Adding Facebook demographics to your email database would bring you one step closer to social CRM.
5. Find out what works
An important tool in a marketer’s arsenal is A/B and multivariate testing. Using mailing lists for testing is a great idea. A major advantage of email marketing is its ability to test content variations, segmentation, personalization, etc. Email is very flexible when it comes to subject lines, CTAs (calls to action), and verbiage versus images. By using email, you have another segmenting option unavailable through social media. Targeting recipients based on their previous interactions:
- Have they opened the email?
- Have they clicked any links?
- Did they click on a particular link?
There are a number of possibilities that reveal a subscriber’s engagement level that isn’t available in social media channels. Demographic targeting is possible on Facebook. A list with only email addresses without any additional data is ineligible for demographic targeting.
Facebook is taking steps toward letting different messages be tested with different audiences by allowing the publishing of invisible posts (hidden from newsfeeds). Still, Facebook’s options are more limited than email’s.
In the future, marketers might be able to access segmented data via social networking sites once segmentation becomes more important. The mere mortals like us don’t have access to that information.
6. Legal questions are easier to answer
The content you can post on social networking sites is subject to many restrictions. These include illegal substances, firearms, pornography, gambling, and prescription drugs. When you deal with any of those topics, you are usually banned from social networking sites.
You need to consider three masters when it comes to social networks:
- First, social media sites have rules that may get you banned even if you think you are following them.
- Second, since the content on the social sites is usually publicly accessible to a far greater audience than the intended audience, the law might prevent you from posting certain information. Prescription drugs are an example of this.
- Finally, what would others think of this argument? Regardless of whether you run a questionable site and follow the rules of the social networking site and the laws of your country, you still have to deal with the opinions of the wider audience, and your client base might not want to be associated with your business in any way.
Rules are a lot less strict when it comes to emails. What you can do is governed by the law. A person can initiate a conversation with the business, and the business can respond in great detail without getting in trouble.
Additional rules cannot be set by a third party. Mail is also considered private enough that people are willing to subscribe to lists they would not disclose in public. Topics that people wish to keep from others do not have to be pornographic or gambling-related. In this category are things like bad breath, skin conditions, baldness, cosmetic surgery, and legal advice.
7. Use your familiar channels to your advantage
Commercial emails are familiar to many people. The phenomenon of receiving an email that contains business information and special offers is commonplace, and people are accustomed to it. You can include one part of commercial offers and some useful content in your email. As a result, your communication will be less about hard selling and more about delivering value to your audience. It’s not entirely clear how many sales are acceptable on social media sites. Social media content (a wall post, tweet, image, etc.) usually discusses one topic. It can be a sales message or something else. People might want to opt-out if they receive too many sales messages in a row.
8. Email is still the most popular channel
The most popular electronic media is still email. It is among the first things people check in the morning and the last thing they check before they go to sleep.
9. Your email list belongs to you
It’s like sleeping under a gold nugget under the mattress if you have an email list. You own it. It’s easy to get in touch with people when you want and you can use that whenever you like. It is important for you to know what you are doing, but you can still control it. Facebook and Twitter, for example, are third-party websites that are subject to their decisions.
There must be a way for Facebook to justify its valuation. Twitter has changed the way its API allows you to access the data you have created. It is impossible to predict whether you will have free access to your followers in the future.
10. Promotional emails are preferred by most people
People consider email to be the main commercial channel besides getting more engagement. Over three-quarters of respondents to an Exact Target study in 2012 said that email is the most preferred method for sending permission-based promotional messages. The number of respondents saying this about Facebook was only 4%, and the number for Twitter was 1%.