Can Social Media Replace Email Marketing?

“Now that we are doing good on social media, can’t we stop putting efforts on 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, nor the agency, but to online marketing in general. Each time a “new” effective platform pops-up, we need to cancel the previous one. Well that’s definitely not the way things work How to delete a labels in gmail.

Either in B2C or B2B, communicating about an offer, a promotion or an update through Facebook, Twitter or any other social network makes the communication impersonal. When a Facebook page or a Twitter account publishes a post, it would be addressed to the general public. While in an email/newsletter, businesses can approach each individual in the contact list with the first and last name. Doing so drives more attention to the content of the email which can also result in better outcome. According to Aberdeen, “personalized emails improves CTR by 14% and conversions by 10%”.

The ultimate purposes of businesses being online are acquiring new customers and retaining existing ones. Many think that Facebook, being the largest social network out there, 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 for acquiring new customers. Monetate adds to this that email marketing is the channel that drives the most conversions.

Without a doubt, Facebook is the largest social network ever, and the second most populated website after Google. However, running a Facebook ad for a specific target doesn’t necessarily assure that all users, within this target, will see the ad. Yes, it’s true, this also applies to emails. But according to Radicati, an email message has 5x higher chance to be seen than a Facebook post.

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