With the popularity of social media platforms such as Twitter, Facebook and LinkedIn growing more and more each day, people are rightly beginning to wonder if they still need to bother with email marketing. There are however, many reasons that point to why you should still be involved with email marketing, in fact email marketing is still more effective than any other form of online marketing.
It’s a Numbers Game
More people have email accounts than they do social media accounts, and more people still purchase through email than they do through social media messages. It’s also worth pointing out that social networks are still limiting your ability to get to your audience even when they have consented to receive your messages by liking your pages, this is especially true of Facebook.
Email Is More Personal
People love email and often check their email messages on their cell phones, mobile devices and computers and love to see something specifically addressed to them. Email gives you the personalization options that social media never can. When you send a social media message it is going out to all audience members with no personalization (unlike email), which makes them feel rather generic.
It’s More Businesslike
With social media you have to contend with cat videos. baby laughing videos, and what someone is having for dinner, but with email messages your audience has signed up to receive your business transactional emails and are expecting to get promotions. This makes email much more businesslike than social media, even LinkedIn, can dream of ever being.
Email Gets More Attention
People are much more likely to open and engage with a personalized email message than they are to engage with your social media marketing campaigns. That’s why social media marketing should be engaged to build your email list rather than promote products directly.
People Expect Your Email
Everyone has signed up to receive your email. They’ve given their permission for you to send them marketing messages and are expecting to receive them. In fact, if you don’t send them often enough, they will get frustrated that you’re not sending them enough messages and forget about you, it’s your job therefore to engage them often so as to ensure they remember you, whenever they decide to buy.
They Agree to Receive Your Email
Your audience has agreed to receive your email messages, which is a big thing. When someone “likes” your social media page they actually aren’t expecting promotions to appear on their wall, but when they sign up to get your email messages they are expecting to get promotions, sales, and information about your products and services.
They Will Receive Your Email
If you join a reputable email autoresponder service, your email messages have over a 99 percent chance of getting into your customer’s inbox, whereas reports are showing that less than 10 percent of your social media followers or “likes” are seeing your messages.
Email Is Easier to Track
Email autoresponder software has better analytics than social media at this time in history. You’ll be able to measure your metrics better so that you’ll know whether your goals are being met or not.
I run various autoresponders and also a newsletter which is sent out three times per week, this means I have lots of experience with email marketing and the statistics I track mean I know who opens each message, and who doesn’t, which links are clicked on, etc… I can even sent tailored messages based on these stats, which means if someone clicks on a link regarding a certain product, I can automatically follow up via email and progress the sale along. I can’t do this with social media … and it’s pretty impressive when it’s set up and can be seen working and generating sales.
In terms of online marketing, it’s clear that if content is king; email marketing is queen. No serious business person should give up on email marketing in favor of social media marketing. Right now social media marketing is too limited, not personal enough, and reaching your audience is still not a sure thing like it is with email marketing, in fact social media really comes into its own when used to promote your email marketing activities.