Social media has plenty of opportunities for marketers and can be a valuable part of their marketing mix but email has some power behind it too. There are plenty of advantages of email over social media – here are a few that we’ve seen.
One of the biggest advantages of email is personalization
You can create a more personalized experience with content and data that is specific to the particular subscriber. There isn’t really a way to publish automated, personalized content on social media platforms and until there is email beats social media in this round.
Email offers better tracking and reporting
Email can track a reader’s clicks, opens, forwards, conversions, bounce-backs and more. This statistics can provide very accurate data and create a picture of how the recipients received and responded to the offer. Social media offers some statistics, but not in the same ways that email does.
Email has the advantage of better conversion odds
If the goal is getting the subscriber to follow the call to action on your message, email is a great platform for that. You can create a visually attractive message with a personalized offer that is targeted and purposeful.
Advantage: Email when it comes to segmentation
Providing targeted marketing has a lot to do with segmented list. Facebook and Twitter have list features but you group your friends and followers, rather than segmenting by demographics and activity.
Email has no length limitations
Twitter gives you 280 characters to speak your piece, and Facebook has a cap too. Email is special because your message has no restrictions. With email, the length of the message is up to the discretion of the marketer and not the marketing channel.
Email offers a greater advantage when it comes to creativity
Email gives marketers the option to explore their creativity by allowing the message to include text, graphics, and more.
Email offers more longevity
Email is usually seen within the first 24-48 hours that it is in the inbox, but email has the option to sit in the inbox until the reader has time to open it. Social media is so fluid and generally oriented in a time based manner that if someone could miss your post completely. Considering the average lifespan of a Facebook post is 15 minutes and a Twitter post is 15 seconds, this is one of the huge advantages of email.
Email offers a more reliable environment
People check their inboxes expecting messages from people and businesses. People checking social media can often feel overwhelmed and cluttered by content from friends/family, business, ads, notifications and a million other things that compete for their attention with friends and family usually winning out. When people are expecting your content, they will probably may more attention to it.
Someone opting into your email list is more engaged
An opt-in email is someone agreeing to receive information about your business and putting in the effort to sign up. True, social media likes and follows may be good indicators as well. It’s simply a lot easier to click like or follow than to enter your information in form to receive updates.
Email provides more reliability in viewership
When you send an email to a valid email address, it’s more likely that the recipient will see it. And you know if they open it or not. With social media, you never really know if they even see it.
No on’e saying to take social media out of your marketing mix. Email marketing, just like social media marketing is always changing but it still offers one of the strongest value propositions around. Take a look at email marketing for your business today.