Social media has become much more than just a platform for sharing your favourite recipe or posting selfies. services like Twitter, Instagram, and even Snapchat have come to be should-have tools for companies looking to spread their message across a wide target market. So does that mean only out-of-contact dinosaurs use traditional email marketing?
Now listen this: email marketing isn’t dead. In reality, when it comes to overall conversions, studies show that email marketing is legions ahead of social media. The CMO Council reports that email marketing pulls in an average 4,300% return on funding—dinosaurs say what?
Email marketing doesn’t seem to get the credit score it deserves (don’t worry, we’re not biased, follow us on Twitter). We don’t think you need to select one or the other, both have their advantages, but rather email and social marketing must work together to develop your business.
Here’s why we think you have to be prioritizing email marketing and social media:
The numbers don’t lie
There are approximately 2.5 billion email users global, almost 3 times the amount of Twitter and fb users combined. What does that mean for marketers? A big opportunity to generate traffic and revenue the use of a platform many people already have.
Social media platforms themselves rely on email for things like password resets and confirmation messages. usually, you need to register an email address to even sign up for any social website.
Email: the original social media?
It may be tough to imagine a world without constant fb updates, however before flashy social media, there was e mail.
Email has staying power, it isn’t a trendy app or internet site of the moment. Who knows where our favorite social networks might be in a few years—anyone remember Myspace? at the same time as the hottest new social platforms have a shelf life, email has longevity. it would appear outdated, however it’s right here to stay.
We think social media is an excellent modern marketing tool, and it’s easy to combine social with email marketing. Use your social media platforms as a manner to promote email content material, like e-newsletters. And in your e-newsletters, link out in your social media pages or create incentives to follow your social accounts.
Better for B2B
Social media giants like fb and Twitter are excellent for businesses to communicate with their audience at a speedy-fire pace. but when it comes to cultivating lasting partnerships and professional relationships, email is the better preference.
Not only is email a more traditional and familiar communication channel for many people, however it’s a way to build up your popularity as a strong and relevant marketer.
Our recommendation for the usage of social media for B2B? consider it as a creative outlet. Social media can be a excellent way to break up your marketing plan with fun, clean messages. Use social media to present light, “chocolate cake” content material in your audience that can then link back to your website or email assets.
There’s a time and a place for a social media post versus an email. knowing when to use social media versus email marketing to deliver a message is key—not anything screams “newbie” like an in-depth fb post addressing your investors on the latest organization merger.
Inbox versus newsfeed
The big difference among sending an email versus a tweet or fb post is that subscribers have to interact along with your message if it lands in their inbox. That’s a big if—your email has to jump via numerous deliverability hoops, like:
- Whether or not you’re CAN-spam compliant.
- The energy of your sender and IP reputation.
- The cleanliness of your contact list (this ensures you’re sending to valid addresses to avoid getting blacklisted).
Even in the most cluttered inbox, no matter how difficult you scroll, your message is still waiting. With social media posts, it’s a little trickier. You’re hoping to hit a perfect, optimized window of time to maximise engagement. similar to email marketing, the email itself has a longer shelf life than any immediate social post.
If focusing strength on both social and email marketing looks like a tall order, just remember how easily the two can work together. cross-promote your content across all systems, email and social, to develop your brand, business, and popularity as a marketer. remember those quick suggestions to help keep your head on straight:
- Keep your emails optimized for mobile devices, so that people can move seamlessly from an app to their inbox, and vice versa, without lacking any data or graphics.
- Know your audience—check out our email marketing to Millennials blog post for advice on how to interact the ones crazy children.
- Don’t forget email marketing to focus totally on social media, and vice versa. cross-promote across all platforms to further develop your brand or business.