Email Marketing v Social Media Marketing
Social media marketing is an extremely powerful collection of tools for building a community around your services and products. And from there, driving increasing amounts of traffic to your website, and subscribers to your mailing list. And on the whole, helping you to grow your leads, and your dedicated (super…hardcore…) fans and repeat customers.
Email marketing has many benefits over social media… It’s a powerful means of communication and building a lasting relationship with your leads, prospects and existing customers or followers. And there’s no channel with a wider reach than email. There are 3 times as many email accounts as there are Facebook and Twitter accounts combined.
If you have to choose between adding a subscriber to your email list, or gaining a new Facebook Page Like or other social platform follower, you should go for the email subscriber every time.
On social media platforms, you’re always competing. Competing for peoples’ attention; competing with your competitors; competing with other people, competing with the reason a person has gone onto the platform in the first place; competing with alerts and notifications from the platforms themselves…
When you email a willing subscriber on your email list though, you’re only competing with the other new emails in their inbox.
Your subscribers are yours, and safe
Unlike your contacts on social platforms, you own the database of subscribers on your mailing list.
Even if, for some reason, you wanted to stop using your email service provider (example: Mailchimp), you could easily take your email list and use another email service provider.
Getting through to people
On social media, as mentioned, the people who are interested in you and your services/products are also continually distracted – by stuff posted by their friends and family… news… stories… snippets… shares… adverts… videos… other interests… your competitors… advertising, and so on.
On top of that, organic reach – the percentage of your followers who actually see your post/tweet/broadcast – has shrunk to around only 1.5% on average! This is due to a combination of the algorithms social platforms use and the vast amount of other content you’re competing with.
If you have 10,000 followers, sending out a post that only around 150 followers will notice is far from ideal when you’re promoting something.
However, when you email your email subscribers, your organic reach is much better.
The amount of people on your list who open a particular email can vary, but if only 30% of your subscribers open your email, it’s hugely more successful and effective, in terms of reach, than a social media broadcast reaching only 1.5%.
Not only that: your readers are more receptive. They know who the email is from and open it on purpose. They are not distracted anywhere near as much by other messages etc. while reading yours.
Relationships are what it’s all about. Whether it be through social media or email.
On the Internet, people who didn’t know you before, need to grow to know you, like you, and trust you. And you personally have to take the lead in keeping the relationship alive over time.
Building a large following on social media can demonstrate to others that you have some social standing/status on the social media platform. This social proof helps with your perceived value and is good for business. But if you don’t make a personal connection with as many of those followers as you can, they’re just numbers and a lot less helpful to your business than they could be.
You can nurture great and lasting relationships with people on social media, but to maintain a personal relationship with LOTS of people, it’s more time-intensive for you than email marketing, and a lot harder.
Over time, with regular (not too often) emails, you build a relationship with your subscribers that feels more person-to-person. It stands aside from the noise of social media and, if you treat your subscribers well (with quality content and other perks etc.), when you do promote something (with a much greater organic reach for your efforts), your readers are much more likely to respond.
- If you haven’t yet – sign up to an emailing service, and start to become familiar with it. Mailchimp is one example of a good service for marketing beginners, is free while you grow your list up to 2,000 subscribers, and has all the tools you need.
- If you haven’t yet – start to get into the mindset of building your mailing list on a constant basis. This includes asking or enticing people to sign up to your mailing list at every opportunity while on social media!
- At Aspect Web Management, we practice what we preach! So if you haven’t yet – consider signing up to our mailing list below, for valuable content …
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