Email is old-school! This is the era of marketing where social media platforms rule!
Though the surge in marketing strategies on social media is appreciable, by no means can it discredit the role of email listing in the various sections of digital marketing.
So, coming to what exactly is email listing? Well, it’s nothing but a list of people who signed up to receive your newsletter, blog post alerts, or a freebie you offer on your website.
Here I would like to list the pros of marketing in the light of emails and newsletters while providing statistics to justify the ends.
1. Number of users
Marketing in the digital platform relies heavily on the numbers game, trying to draw as many people to like, follow or subscribe for posts. The Recent survey suggests that there are more than 2.6 billion email users worldwide, almost twice the number of daily active Twitter and Facebook users combined.
Thus, considering the available market, more people around the planet are associated with an email id than to a Facebook account.
2. Average click status
Though many people may simultaneously view a post on Facebook, emails lists are a more direct route to ensure clicks when compared to social media. Cementing these words, Despreneur magazine said, “Email is still the king. We’re seeing anywhere from x25 to x10 when directly comparing email and social in terms of clicks generated.”
3. Frequency of targets
Unless someone is looking to make a purchase, it is highly unlikely that looking at a post flashing on your screen continuously would make much difference to influence the buyer. Social media cannot rival emails in the regular and stable information being provided to the user.
4. Rate of conversions
Conversion, though not solely, depends on the frequency with which the user is targeted and as seen before email out-number social media. Studies on online marketing have shown that 66% of online consumers made a purchase as a result of an email marketing message.
Internet marketers believe the reason for the high conversion rate of email marketing is the ability to segment list and personalize your message. “Email marketing is much more efficient as we have a well segmented opted-in list,” says Mihail Stoychev from iSenseLabs.
In general, people use social media for enjoyment. Sharing photos, playing games, chatting with friends – social media is where people go to relax. Email, on the other hand, is geared more towards business. It gives email an edge when it comes to marketing.
6. On a personal note
Emails give the customer a feeling of privacy and individual attention. The mail that addresses you by name has a far better chance of being acknowledged than something that is generic. Though this can be tedious at times, it can guarantee substantial clicks and subscribers.
7. More exposure means better outcomes
Marketing depends on attention spans of customers and this where emails can linger longer in your inbox and memories than social media posts. This coupled with the personal touch that emails tend to confer, conversions and sales are bound to improve.
8. Keep things professional
As stated earlier, emails in the B2B sector are specific to the purpose. They do not stall or sidetrack the user but are definitive. While retaining its eye-catching content, emails can also be addressed in a manner that keeps up with the professionalism of marketing.
9. Monitor who sees what
With customized emails that are business and user specific, it is easier to narrow down target audiences in a convenient manner. It basically eliminates the limited capabilities of the social media platform to open the door to tailor-made content to specific target groups.
Don’t forget to look at how you can discover and connect to the right audience with our B2B data app
10. Proactive customer engagement
Getting new customers to engage in your business can be a tricky process but not as much as to retain prior customers. It is generally observed that more subscribers opt out of the mailing list than the ones that choose to join.
Also, let’s look into the top 7 customer retention techniques that you must try now.
On average 21% of marketers across all industries stated that email marketing delivers an excellent return on investment, making it the clear leader in delivering the highest ROI with social media coming second with 15%.
“Email will almost always have a better ROI as it’s less expensive and easy to deploy with very good conversions assuming design and content are following best practices,” says Amir Chitayat from OpenMoves.
12. Stable among platforms
With email marketing, you fully own your list of prospects. There is lot more freedom in the content that can be posted without severe repercussions. But with Facebook, Twitter, or any platform that is not your own, your list of prospects could be taken away from you at any time.
Chad White from Litmus states that the algorithmic changes in Facebook severely limit the organic reach of posts. “If you have 2,000 Facebook fans usually only 2-5 people will see each post you publish,” says Stuart Marler from Retriever Digital. On the contrary, emails are not subject to such screening and have a far wider reach.
Emails can be designed to grab your attention, while also being personalized, giving you the edge over a social media post. Being able to explain more detail in its content and possessing subject lines that are eye-catching are huge plus point to draw customer attention.
15. Forming a bond
Having customers in your mailing list can ensure a lasting bond, accompany them throughout their association with the company by a variety of emails, from promotions of products, updates, reminders and lots more. Such activities, though cannot be shown to affect sales directly, can increase customer engagement, thus improving relations.
Also, if you want to close deals faster read this!!
In conclusion, in the words of Dave Choplin, Head of Microsoft’s Envisioneers, “The key thing for me is to dispel the myth that email is dead. Everything has its place and it’s really understanding which is the right tool for the job.” Hence it is not wrong to say that Emails and Facebook are contrasting platforms for marketing, comparing the two would not do justice to their modes of function.