In the age of technology, social media is often seen as the most valuable tool for marketers. With nearly 1.8 billion active users on Facebook, 320 million active users on Twitter and 600 million active users on Instagram, it’s easy to see why. While we can’t deny the importance of social media marketing – it might not necessarily be the best way to reach your customers. Don’t get us wrong: social media is a big part of our overall marketing strategy and a primary communication method for our clients. Email can be as good if not better than social media, and here’s why:
- Potential customers are already checking their email: Everyone who is online has an active email address, so there’s no channel with a wider reach then email. Many people complain about their inboxes being inundated with junk. But the thing is, they can’t just get rid of their email. Customers are going to check their email on a daily basis, so it only makes sense to target them there.
- Email is more personal: It’s easy to scroll past ads on social media, but when you receive an email with your name in the subject you tend look at it. Another great thing about email marketing is that customers get the chance to look at email on their own time. Studies also show that 72% of people prefer to receive promotional content through email.
- Email delivers your message: On Facebook, if you post an update to your 20,000 followers only a handful of them will even have a chance of seeing it in their News Feed. On the other hand, if you send an email campaign to 20,000 subscribers at least 18,000 of them would receive it in their inbox. Emails also live longer than social media posts. Through social media algorithms, it’s easy for a post to get lost in a customer’s News Feed. Emails stay in the recipient’s inbox until they either read it or get rid of it.
We are typically seeing around a 18-22% open rate for emails we send for our clients. By comparing click-through rates with other forms of online advertising, emails are outperforming by over 50%.
It is obvious that the more opt-in email subscribers that you have, the better. Dion Marketing is focused on growing our client’s email databases by offering and executing monthly lead generation marketing strategies that have resulted in positive growth year after year.
Whatever industry you are in, email can help you grow your business. For an even greater return on your investment, email marketing should be integrated with all other aspects of a campaign including social media.