Let’s face it – email marketing has developed quite a bad rap.
With SPAM messages accounting for over 60% of total emails sent worldwide (Statista 2016), it may seem at first glance that email marketing has lost its effectiveness.
Perhaps it may make sense to shift focus to Facebook, Twitter and other social media… wouldn’t that seem logical?
After all, many of us check our Facebook daily, even more often than our email inboxes.
Besides, email marketing has been around since the early days of the web. (That is so last century…)
But… Is Email Marketing Still Effective?
The fact is that email marketing has been for years the backbone of many campaigns, driving the lion’s share of results in many digital marketing promotions.
We’ve gotten used to getting promotional emails… And as customers, we know how to deal with emails. We either act on them, save them or delete them, and we move on to the next one. It behaves similar to how we handle physical direct mail in our mailboxes (which by the way is also still very effective.)
And when you look at the numbers – regardless of the massive volume of SPAM clogging our junk mail folders – properly executed email marketing is still a far more effective channel for delivering results than Posts or Tweets.
To back it up with data, here are 5 recent Key Stats you should know about Email Marketing and how it compares to Social Media Marketing.
1. Email is 40x more effective at acquiring a new customer than Facebook or Twitter. (Mckinsey)
2. When it comes to purchasing behavior, 4.24% of visitors from email marketing wind up buying something. That compares to only 0.59% from social media. (Monetate)
3) With Facebook lowering the organic reach of Facebook pages, only 2% of people who have liked a page will see a post on their News feed, that compares to roughly 79% of commercial emails sent (Return Path)
4) Email average order value is over three times higher than Social Media (McKinsey)
5) For one in five companies, email marketing provides an ROI greater than 70-to-1. (Direct Marketing Association 2015)
Combine Both Channels for Best Results
Even with all the unwanted email being sent, and problems with deliverability reducing the number of emails that actually make it into your target audience’s inbox – email is still clearly superior as a marketing vehicle over social media marketing.
That being said, good digital marketers know that reaching customers via different channels simultaneously compounds the effect of a marketing message.
To that end, don’t think in terms of “either/or” – think “both”.
Your goal should be to find ways to integrate email and social media marketing, and communicate with your customers across ALL your channels simultaneously.
Image Credit: Vege | Adobe Stock