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Email Marketing Versus Social Media: Which Is The Best For Your Business?

Email marketing and social media have been likened to apples and oranges. But the fruits of each of these marketing strategies differ considerably. For the purpose of growing businesses, marketing experts need to identify which channel is worth investment for a better performance.

While some hold that email marketing outperforms social media, others expound the virtues of digital marketing through Facebook and Twitter. The bottom line: Email marketing and social media are just different. Each has its own advantages and drawbacks. While email marketing is perfect for driving traffic and direct conversions, social media specialises in increasing audience engagement. Both customer acquisition and retention are cornerstones of a successful business.

Why Choose Email Marketing?

Having thousands of email subscribers is not the same as an explosive fan following on Facebook.¬† This is because the algorithm in Facebook limits the organic reach of posts. If there are 2,000 Facebook fans, only 2 might see a published post. Facebook’s organic reach has diminished and Twitter is no better. The average open rate for emails is considerably higher. When it comes to reach, email marketing outperforms social media.

Email is Still The King?

In an 80/20 set up, email marketing is 80%. Capturing the lion’s share of the customer’s attention compared to social media in terms of clicks generated, email marketing¬† drives traffic and converts prospects and leads to a stable customer base. Comments, likes, shares, retweets etc are some of the most important ways to connect too. But higher conversion rates are noted for email marketing. The biggest reason for this is the personal touch and market segmentation possible in an email message. Highly targeted messages lead to more direct conversions and better ROI.

Social Media Rocks The Boat

Social media may have less direct transactions. Moreover, when it comes to customer acquisition, research by McKinsey found email marketing acquired 40 times the customers Facebook and Twitter combined generated. While email is responsible for direct conversions, social media is the best when it comes to assisted conversions.

With a higher engagement rate, marketing experts like Pathwwway gambling opine that social media has a valuable role to play in creating a niche for businesses. Emails drive engagement when traffic to blog, podcasts and websites are sent. But this is nowhere near the engagement in the form of comments and shares available from social media channels.

Going Viral In the Long Run

When it comes to the stickiness of viral content, social media clearly has no equals. It provides greater engagement in the long run. Social media content reaches a wider audience for unlimited periods of time. Shared again and again, content reaches millions. Most folks don’t share emails once they have opened these. On the other hand, content shared on social media can go viral and continue to excel for months at an end.

While social media is a mid-funnel channel, email comes towards the lower end of the sales or marketing funnel. So while the two are always considered in terms of which is better for business, they are not competing but sequential elements of the sales funnel instead.

While social media contains the power to engage audiences, emails convert leads to customers better.

Battle of the Brands: Which is Better?

When it comes to branding, social media has the power to create an image or leave an impression. It is far harder to create such an impact with email. Branding, logo and brand face are more visible on social media. Not just that, social media also helps people to interact and connect with a brand like Pathwwway gambling.

Email, on the other hand, scores when it comes to taking action. But at the end of the day, social media rules because you can target any kind of customers, interests or demographics. The user base of emails may be higher, but social media is not far behind. Currently, Facebook has more than 2 billion users while email is poised to reach 2.9 billion by the close of 2019. Largest user base of any age group gives email marketing an advantage too. Emails are also opened regularly and those who opt for the marketing communication are more likely to seek deals, promos or new product information.

Driving Sales: Email or Social Media?

As a marketing expert, subscribers have to be approached carefully when it comes to promotional messages on social media as opposed to emails. Deals and discounts are also critical for driving sales, and email is the go to marketing channel for this.

Consumers are fine with finding deals in their inbox but not their Twitter feed? Well buying behaviour certainly supports this, with email marketing yielding higher sales than social media messages or promos.

Email is the channel for generating sales, according to the McKinsey iConsumer survey when it comes to acquiring customers. When it comes to engaging them however, social media is the right choice.

Greater Reach

Email may be the best way to reach people as against social media platforms like Facebook. To increase organic reach on social media sites, people have to engage with your posts. This can be tough. Increasing inbox placement rate is far easier.

Number of Shares

This is a critical area where social media outperforms email. While Facebook and Twitter account for a lion’s share of the global content sharing activities, email is paltry by comparison. Most people share via social media, not emails.

Overall ROI

Overall returns on investment is an important consideration to gauge the effectiveness of given social channels. The best benefit of email marketing is that lead generation comes first followed by improved sales and conversion rates. Email is better for generating leads because these have a higher lifetime value.

The Bottom-Line

At the end of the day, a combination of the two works best. While customer acquisition and buying behaviour are influenced by email marketing, social media triggers greater brand engagement. So when it comes to business, why choose one over the other, when you can have the best of both worlds?