You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Rock, Paper, Scissors … Email Marketing, Social Media
Posted on July 26th 2014
Email Marketing Beats Social Media
Rock, Paper, Scissors, Email, Social Media. Which one do you choose?
A recently published report by McKinsey featured in the Entrepreneur states that email is significantly more effective than Social Media. As a matter of fact, the researchers have found that email is 40 times more effective than Twitter and Facebook combined!
Depending on your personal experience, you may find this report either mind-blowing or simply that it states something that you already knew.
Not so long ago, some thought (and some may still think) that email was a thing of the past. I remember having a very heated discussion with a friend of mine who argued that the good old email will soon be replaced by other message-based services such as Facebook, Twitter and WhatsApp. Maybe, I argued, but you still need an email address to log into Facebook!
I must agree that nowadays we are inundated with choice due to the sheer volume of messaging services available to us, however that doesn’t make the good old email obsolete. Au contraire, email continues to be the first online stop for many of us and when it comes to shopping and purchasing behaviour it seems that it is our preferred medium! And McKinsey’s backing me up on this one!
According to the study ‘the rate at which emails prompt purchases is not only estimated to be at least 3 times that of Social Media, but the average order value is also 17% higher’. So not only is email more popular when acquiring customers, but those obtained by email also tend to spend more!
One of the powers of email is its opt-in feature. That instantly makes email a form of consensual marketing. Its permission based feature (people allow you to get in touch with them via email) essentially means that customers have given you the green-light to contact them. They want your messages, they are interested in your offering. Therefore, the success rate and the conversion of leads and prospects into actual clients is so much more likely to happen!
With 94% of internet users having an email address, and most of them checking their inboxes on a daily basis, email is the most popular online activity. Especially with the prevalence of mobile technologies, people are always listening. What this means to you as a business owner is that there is a not-so-new personal way of getting in touch with customers! In addition, email offers an easy way to track your success. Open and click-through rates and reports are a standard features for most email services; you can also measure the return on investment. This is something that Social Media still needs to work on since their ROI is more of a guesstimate. Social Media does deserve the hype, but when it comes to actual results and effectiveness, email marketing comes first as the undisputed winner.
Don’t be too hasty to delete your Facebook account though! Social Media is still a great way to generate exposure and convert referrals. So don’t cherry-pick one or the other, integrate!
Always cross advertise! Add a Newsletter sign up to your Social Media accounts, and always include Social Media buttons to your newsletters. Encourage people to share! Still don't have a decent email marketing software? Why not try InTouch?
If you are wondering how to start compiling emails to connect with customers, some simple things can help. Put a messages on your checkout counter saying ‘Text us your email address and get 10% off your next purchase’, for example. For more tips on how to grow your email list click here.
Which one do you choose?
What’s your opinion? Which one do you prefer- Social Media, Email, both of them or none of them? Let me know!