According to a study by DMA and Demand Metric, "Email Marketing continues to be a more effective way than social networks when it comes to selling or getting customers." In fact, figures indicate that Email Marketing is almost 40 times more effective than the use of Facebook and Twitter combined.” However, this does not mean that social networks are not important for your brand.
To make it clear, the best thing you can do for your brand is to establish a Content Marketing strategy that includes both: email and networks. Let's look at the topic in more detail to understand the reasons why email sells more and why every business still needs a well-executed presence on today's big social platforms.
1. Email Marketing sells more because it is more stable
Do you remember some platforms like Four Square, My Space, Yahoo 360, and even Google+? Supposedly, they were all platforms where companies had to have a good presence, each one arriving with its promise of excellence. However, they ended up disappearing. TikTok has grown at light speed, but who knows if in a few years it will occupy the same place in the daily lives of users. We have been through many social networks and many more will come, but previous experience teaches us that they are not stable and, therefore, they are not reliable channels for sales strategies.
2. We are many more than we have an email
Let's look at the pure figure of the matter. In 2019, the number of global email users had reached 3.9 billion and trends indicate that number will increase to 4.48 billion users by 2024. In contrast, there are only 2.8 billion monthly active users on Facebook and about a billion monthly active users on Instagram.
It could be argued that in general it is older people who have and use email and that the world of social networks, particularly new networks, belongs to young people, and if we want to be always very up to date, we must invest more time and money in the networks. However, ask yourself: who are those people who have more money to spend and who are those people who have a need to buy more often because they have people in charge that they have to take care of?
Email Marketing sells more because Baby Boomers and Generation Xers are the ones who tend to buy more too.
3. Email Marketing is more direct and more personalized
The important thing about Email Marketing, and what makes it so valuable as a sales tool, is that all the subscribers you have on your website or blog have freely provided you with their data. So, they are people who are already interested in the services or products you offer and who are willing to receive direct information.
Instead, when we launch information and offers through Twitter, Facebook or Instagram, maybe our followers see it, maybe they don't, because what we publish is part of a timeline that disappears behind other tweets or posts.
An email does not disappear. It sits waiting in the inbox until the recipient opens it. Undoubtedly, there is the possibility that that person will delete it before opening it, but your message still has a better chance of reaching their audience than when you share it on social networks.
4. So what are social networks for?
The most powerful reason to have social media accounts is to expand your reach and reach more people. When you send an email to your mailing list, you only reach the people who are on your list. Unlike in networks, if you share something that is later shared by another, you have the opportunity to reach many more people outside your current network. You always have the possibility to grow and get more followers and, perhaps, more people on your mailing list.
Second, social media functions as silent ambassadors for our brands. We can influence what people think of us by what they see on our networks. We can win their trust or not and we can educate them on the reasons why they would benefit from buying a product or contracting a service from us.
5. It is a team work
The best thing you can do to increase sales is to share content on networks that is extremely valuable to your community. It should be content that they would like to share, that educates them in some way, and gives them reasons to join your mailing list. Once you have them on your mailing list, it's up to you to create content that converts into sales. But how to create content that converts into sales is a topic for another blog.