With the continuous rise up of Social Media marketing, most marketers started to adopt Social Media for marketing projects and at the expense of the old fashioned email marketing. But is Social Media marketing really much more better than email marketing? And if yes: why?
Email marketing is still very effective, perhaps even more effective than social media. Email is an important tactic that should be used alongside other marketing tactics. To have a successful marketing strategy, one must implement many tactics.
Just look at Facebook for example. With the recent Timeline update, it is apparent that brands’ or Pages’ status updates are only reaching around 16% of their fans’ News Feeds. Even Facebook themselves say that you could increase that to 75% (only 75%) by paying for advertisements.
If you can no longer reach your entire audience, or even a majority of it, how is that a significant marketing channel? You don’t even know who you are and aren’t reaching. At least with email, you can track open rates, specifically who opened the email, how many clicks to your website you received, etc. Plus there is virtually no restriction on what you can write or sell through an email (vs. Facebook).
Email marketing can be successful, but it needs to be consistent. Doing one a month for three months, then noting for three months looks bad. It’s important to decide what type of content you plan to share with these emails. Make a plan first, before you start doing email marketing.
Ask what people may want to read or gain from subscribing to your emails. If there is little to no value, people won’t read it, won’t subscribe to it, and once they realize there is no value, they will unsubscribe. Social media on the other hand is also an effective tool.
Again, it depends on what you are trying to do, what you are trying to communicate, and how and where your audience likes to do these things. Social media allows for a “when you have time”, or “on my time” approach. My time meaning your customer.
They can reach out, you and reach back. I would suggest learning more about what your audience and customers needs, want, and expect from you. What will get them excited. Once you have that, you will then know if email marketing or if social media marketing is best for you.
Email still works very well to B2B audiences, and to the Gen X and Boomer audiences. For nurturing and educating leads over time, and for follow-up on website visits, abandoned shopping carts, etc., email is still incredibly effective because it’s a targeted, one-to-one medium.
Email can be less effective for reaching Millennials with consumer offers. Social media marketing may be done to expand reach and to drive traffic. It’s a complement to email. Social media is not one-to-one communication. Social media does not nurture leads.
Social media can’t be used to send the right information to each of your Buyer Personas at a particular Buying Stage. Email marketing is, by design, an outbound marketing tool. Social media is, by design, an inbound marketing tool (you put content out there to drive inbound traffic).
If you’re talking about mass email campaigns, they’re certainly being done much less by reputable businesses. Have the spammers stopped mass email campaigns? Doesn’t look like it. As more website analytics are tied to social media analytics, marketers have the ability to become much more targeted in their email efforts. In the future, this ability will only increase.
Where Email marketing fails is when it is mass-mailing ‘elephant gun’ in nature blasting out a message as if you were standing on a soapbox hoping any passing stranger will hear you. When it is timely, relevant, targeted and personalised, it will get attention from the target audience as the inbox remains one medium over which people have control
They can defer things to spam or otherwise not read if they choose. One needs to see it as part of an overall marketing strategy, and then it does have a role in in client communications and nurturing prospects that is quite powerful – if you know who you are talking to, you can make your message much more personalised, relevant, timely etc.
Which means that tools need to allow for much greater segmentation and analysis to define micro groups, and marketers will become more sophisticated in the medium with targeted ‘rifle shots’ rather than ‘elephant guns’.
That means Email marketing is still relevant you simply have to be more creative, more personal and more relevant in your emails. There are a handful of emails I read always, they have value content and the owner’s personality comes through loudly and clearly. The generic pitches and sells get dumped.
Email marketing still has the highest ROI, so it still works. It won’t be displaced by social media, but the way it is used will start to shift to incorporate social media. In online marketing, few new trends or tools actually displace the existing ones… they just grow new into possibilities for your marketing web.
The most effective strategy is to combine your email marketing and social media: use social media as a lead generation tool to drive people to sign up for your newsletter. Autoresponders are also highly effective in following up with new subscribers. Email marketing companies offer outstanding ways to integrate their tools with social media. Take advantage of those.
You can use it as a further relationship building tool and to drive traffic to your site, as well as letting people know of contests or events. People check their email more than their social networks. And if that’s not the case, social network updates are so fleeting. If you miss one day.. or sometimes an hour (in the case of Twitter) you can miss so much.