A common misconception with Email Marketing is that because it is not as fancy as Social Media, it doesn’t get the same results. This couldn’t be more wrong, Email Marketing is a very effective way of directly growing your business.
With around 95% of online customers using email accounts and 91% of them checking their email once a day there is a huge potential. If you post to Facebook around 74% of your messages are potentially missed by your customers, now even with the issues of email, with messages getting delivered to spam or in some cases not delivered at all, the potential to reach your customers is far greater than Social Media. Now remember this is on average so you business may perform differently. (Source: Exact Target)
The way the content actually appears to your audience is very important. We all know the Twitter feed moves very quickly, well most of us. Now this means a Tweet will be lost after 15 minutes, but an email on the other hand will have to be opened or deleted. So your audience will see it, you can’t force them to open the email, but the will see it, an option you don’t get with Social Media.
Now you don’t get public engagement with emails like you do with Social Media channels like Facebook and Twitter however a bonus with Email Marketing is that you are able to personalise the message to your audience. A single campaign can target thousands of contacts and yet still have a level of preconisation as well as the option to create different groups to enable you to target specific types of people in your messages.
Now it must be said that Social Media and Email Marketing can be incredibly useful for growing your business if used correctly, both have strong advantages and disadvantages. If used properly, both will offer a strong return on investment. The key is to understanding when to use each strategy, how to use it and most importantly being able to analyse the analytics and adapt campaigns from the results.