“Now that we’re doing well on social media, can’t we stop investing in email marketing? This question has been asked several times, either on the internet or in some of our meetings. As a digital agency, it was somehow perceived as an insult, not to the team or the agency, but to online marketing in general. Every time the “new” a powerful platform pops up, we have to cancel the previous one.Well, that’s not really the way to do it.
We answer this question simply: “social media can NOT replace emails”. Here are the reasons why it won’t replace email marketing:
Emails are more personal than social networks
Either in B2C or B2B, communicating about an offer, promotion or update via Facebook, Twitter or any other social network makes the communication impersonal. When a Facebook page or Twitter account publishes a message, it is addressed to the general public. In the e-mail/newsletter, companies can approach each person in the contact list by first and last name. This draws more attention to the content of the email, which can also lead to a better result. According to Aberdeen, “personalized emails improve click-through rates by 14% and conversions by 10%.”
Emails are more effective than Facebook, Twitter, etc.
The ultimate purpose of online businesses is to acquire new customers and retain existing customers. Many people think that Facebook, being the largest social network, is the best place to attract new customers. However, many studies show that emails attract new customers more than any social network. In fact, according to McKinsey, emails are 40 times more effective than Facebook or Twitter in acquiring new customers. Monetate adds to this that email marketing is the channel that generates the most results.
Email messages have a better chance of being seen than social media
Without a doubt, Facebook is the largest social network of all time and the second most visited website after Google. However, showing a Facebook ad to a specific target does not necessarily guarantee that all users within that target will see the ad. Yes, that’s right, this also applies to emails. But according to Radicat, an email message has five times the chance of being seen than a Facebook message.
Emails are DEFINITELY not dead
The claim that email subscribers stop reading their emails is a complete myth. To prove this, we had to refer to ChoozOn, which says that 57% of email subscribers spend 10-60 minutes a week browsing marketing emails. Many of you will say that Facebook, Twitter or Instagram users spend more time checking their feeds. While this statement is true, Facebook users “like” many business pages, and with the latest major Facebook update, they are seeing less and less content that comes organically from those business pages. And it’s rare for Facebook or Twitter users to randomly check a business account for no particular reason. Additionally, according to MarketingSherpa, 72% of people said they prefer to receive promotional content via email, compared to 17% via social media.
With the help of social networks, there is nowhere to escape
Whether it’s Facebook, Twitter or recently Instagram, businesses need to run ads to promote their offers, promotions or simply announcements. To do this, they need to target people based on their interests, jobs, demographics, etc. Not all users who see an ad feel concerned or interested in it. Therefore, their news feed may be filled with similar irrelevant ads. The only way to get rid of them is… God forbid… by leaving social networks! On the other hand, if users receive irrelevant emails, they can simply unsubscribe from the list with the click of a button. And ugh…no more emails from this sender.
In conclusion, email marketing is a big player in any online marketing strategy. But now that we’ve hopefully convinced you that social networks can’t replace email, we hope you don’t despise social media marketing. Many social media agencies agree with us when we say that each online channel has its own advantages. Therefore, partner with a digital agency to create a successful online marketing strategy and give every channel its due.