6 Compelling Reasons Why Email Marketing Is More Powerful Than Social Media
Updated December 2018
“Once you build an audience (of email subscribers), anything is possible.” — Joe Pulizzi
With the explosion of social media marketing in recent years, the traditional email format may appear outdated. But nothing could be further from the truth. In fact, email marketing is more powerful than ever before. Even with the pervasiveness of new technology, email still remains a persuasive digital marketing channel for building awareness, boosting acquisition, and increasing conversion.
Ignoring email as part of your marketing strategy means you are missing out on potential business opportunities.
1. Email marketing helps you build relationships and credibility
People like to do business with those they know, like and trust. Email is direct, making it more personal and personalized than social media marketing. Email gives people a way to easily contact you with their questions.
2. Email marketing keeps you top of mind
Did you know that at least 91% of consumers check their email on a daily basis? While you can go for a few days without checking social media, most people check their email several times a day.
3. Email marketing is inexpensive
Email is an inexpensive way to reach people who are interested in hearing from you and communicating with them regularly.
4. You own your list
Unlike social media which is subject to change, your list is yours. in the words of Ann Handley, email is the only place where people (not algorithms) are in control. With social and other digital channels — Facebook, Instagram, LinkedIn, paid search, organic search — someone or something else decides who sees your content and when and where they see it.
5. Email marketing converts better than social media
A study by McKinsey & Company revealed that email is a significantly more effective way to acquire customers than social media. People who buy products marketed through email spend 138% more than those who do not receive email offers.
6. Email drives visitors to your website
Email marketing can seamlessly drive more visitors to your website, and provide you with a valuable way to track which parts of your website and your marketing attracts the most interest.
What should you email?
Sending regular emails to your list is the best way to build relationships with your subscribers. Commit to sending high-quality content on a regular basis to your subscribers. Each email you send should convey something actionable and valuable, such as an offer or discount, or a solution to a problem they have.
There are a variety of email marketing types with different purposes you can send. The type of business you have and the way your business is conducted should factor into the choices you make.
The most popular type of email, especially for businesses who create online content, is the e-newsletter. According to Copyblogger, a traditional e-newsletter is usually sent on a regular schedule (often weekly or monthly) and typically includes a branded HTML header, an opening greeting, and a main article.
You can send newsletters, content notification emails, or both. Once you’ve built solid relationships with your subscribers through free content, you can start sending them relevant offers via email.
Newsletters can help keep your content top of mind with readers and drive more traffic to your website. Alongside a digest of your most recent articles or blog posts, you can also include links to quality curated content from other sites, coupons, or special offers. Your emails don’t have to be lengthy, but they do need to be useful to your subscriber.
The advantage of sending a newsletter is the ability to create and nurture a sense of connection with your reader over time.
Sharing content like this on a regular basis can help you earn a reputation as a generous and thoughtful authority in your field — Copyblogger
Don’t just compete on value, but also personality. The best email newsletters show the sender’s personality and have a relatable human voice.
To quote Content Marketing Institute, “newsletters feel inherently more personal — like a personal letter. Don’t waste that unique ambiance by sticking to impersonal corporate speak.”
Using your own voice and personality builds rapport and helps your audience get to know and trust you. Take this to the next level by opening a two-way discussion with your subscribers. Give your audience something they can connect back to that can also provoke a conversation. Your family, pets, sports, or entertainment are good examples. Invite them to respond to your emails or join the discussion on your website or social channels.
Looking for inspiration?
Check out this list of great email marketing campaign examples.
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