“Email marketing is dead!” How often have you read this statement over the past few years? As Twitter, Facebook and now Google Plus have made their mark, social media experts have been decrying the death of one of the longest established online marketing methods.
There’s no discounting the power of social media:
• Twitter has 200 million registered users (Tweeteev)
• Facebook boasts more than 800 million active users. (Facebook)
• LinkedIN doubled its number of monthly visitors between 2010 and 2011 (Quantcast)
There’s no reason why your business shouldn’t be using social media in some form to increase your exposure, traffic and reputation. But this doesn’t mean that you should ignore or abandon your email marketing efforts.
Does Email Marketing Work in a World of Social Media?
In short, yes. Email marketing is still as important now as it was in the past. In fact, using email marketing and social media together can help you build two powerful marketing channels that your company can use to get more business.
Here are four reasons why email marketing is worth your time and budget:
Email marketing list members are committed.
Email marketing provides you with a list of people who are not only interested, but committed. Signing up for an email list requires a higher level of commitment than clicking “follow” or “liking” a post. Building a massive following on social media is one thing – but taking those relationships to a deeper level where you’re actually converting them to paying customers is another. When someone takes the time to subscribe to your email marketing list and confirm their subscription (through double opt in), they are ready to hear more about what you have to offer. They’re more committed than social media fans, and therefore a better target for your offers.
Email marketing lists give you more exposure.
Although you may have a lot more people in your social networks than on your email list, how many of those people are actually seeing and responding to your social media updates? Your level of competition, and therefore exposure, is bound to be increased.
Email marketing can help improve your targeting.
Ever tried targeting a message on Twitter? Hashtags only go so far. With email marketing content you can customize each message with dynamic content. You can personalize messages and segment your list so you’re sending only to those list members who have made a purchase before, or those who are new to your list. The possibilities for targeting are much more open.
Email marketing lets you build a relationship.
Email marketing newsletters and timely messages let you build a relationship with your ideal clients. You have the opportunity to give them quality content no matter what stage of the buying cycle you’re in. With each message, you’re showing that you’re a valuable resource. You’re showing you can be trusted. You’re showing that you’re the right choice when they are ready to make a purchase.
Using the Best of Both Worlds
Social media and email marketing aren’t either/or. They are both. Email marketing can help increase your social media followers. Social media can help build your list.
A 2010 MarketingSherpa study found that 75% of daily social media users said that email is the best way for companies to communicate with them, compared to 65% of all email users. This means that social media usage actually primes the pump for email marketing’s effectiveness. If your social media followers and fans are more likely to buy from your emails, why not use email marketing?
We recommend Boomerang, MailChimp or Aweber.
How do you use email marketing? Do you see a link between your social media and email list?