Thinking of ditching your email marketing strategy and focusing on other areas such as social media and paid advertising? Before you break up with your email service provider, it’s important to understand the potential business growth you could be giving up. While email marketing may seem like a dying fad, (along with skinny jeans and side parts, apparently) this piece of your digital marketing puzzle has some serious staying power—and for good reason. Keep reading to find out why we recommend sticking with email marketing for the long haul.
1. Email provides a broader audience than social media.
There are 4.1 billion email users in the world compared to 1 billion active Facebook users. Think about it, you need an email address to sign up for a platform like Facebook or Twitter, which means all of those people have accounts, while not everyone with an email has social media. The numbers speak for themselves that email marketing is one of the most effective ways to communicate on the web.
Still think social media is where you should funnel your advertising money because of the demographics? Think again. Nearly 90% of people over the age of 15 use email (Statista). So even if you’re targeting a younger audience, email marketing is the way to go.
2. Email marketing is consistent and reliable.
Total email volume grew by 7% in 2020 (GlobeNewswire) which proves that this method of communication isn’t going anywhere. In fact, the pandemic has helped drive email volume due to companies shifting to a remote or hybrid office model along with businesses expanding their marketing strategies to keep up with a changing world.
Plus, unlike your social media followers, you actually own your email contact list. Which means if Facebook shuts down tomorrow, you’ll still have a loyal customer base and a way to communicate with them.
3. Your message is more likely to reach your target audience through email.
On average, 90% of emails are successfully delivered to the intended recipient’s inbox and 21% of those emails are actually opened. Compare that to Facebook, where just 2% of your followers actually see your post in their newsfeed. Not to mention, your email list subscribers have opted in which means they’ve told you they actually want to hear from you, unlike Facebook advertising which pushes your content to anyone their algorithm suggests may be interested.
Additionally, many social media users log in with the intent to catch up on what’s happening with their friends and family—not to receive promotional content from businesses. Email is the more professional route to take when communicating about business.
4. Email marketing drives conversions and has a higher ROI.
Remember my last blog where I mentioned that email marketing has an ROI of $42 for every $1 spent? You definitely won’t see that kind of return on the money you put into social media or paid advertising. The average click-through rate of an email campaign is 3% compared to just 0.5% of a social media post (Campaign Monitor). That means someone is six times more likely to convert through an email. Definitely worth the investment in my opinion.
Need some help getting your email marketing strategy off the ground? Book a discovery call to see how we can help!
Hi, I'm Jaime.
I'm the CEO of Weatherby Media and LOVE working with incredible entrepreneurs like you every single day to build the business of their dreams. The key to success is an effective digital marketing strategy. Schedule a call to discuss your business goals and how we can help.