E-mail or social networks … what is better for a digital marketing strategy. With data we explain which one suits you in 2017.What will you find in this content?E-mail VP R&D Email Lists vs Social media: Global overviewWhere email marketing works best ScopeHigher click-through rateHigher conversion ratesMore direct conversionsBetter return on investmentIt is easier to buildWhere social media works best Higher engagement rateAdherence and viralityMore assisted conversionsBetter for the brandThird party data (foradvertising)How email and social media work together in marketingIn conclusion:The marketing email and social media marketing are like apples and oranges. It is difficult to compare them and understand which one works best. They serve very different purposes in your overall marketing strategy ; But in order to effectively grow our business we must identify which channel works best and where it is worth investing more of our resources.E-mail marketing vs Social media: Global overviewAccording to numbers from MailMunch , a specialist in capturing leads on your website, around 60% of digital marketers believe that email marketing outperforms social media.The other 40% say that email marketing and social media are just different. Both have their strengths and weaknesses.In general, email is better for driving traffic and direct conversions, while social media is stronger for audience engagement.Let’s explore the strengths and weaknesses of each channel:Where email marketing works best ScopeHaving 2,000 email subscribers and 2,000 Facebook fans is not the same. Facebook’s algorithm limits the organic reach of posts too much.Facebook’s organic reach dropped to 6% of your fan base in 2014, according to a study by Social @ Ogilvy ; today it is probably even less. The scenario is even worse if you have more than 500,000 likes, then it will be reduced to 2%.
To make it clear. If you have 10,000 followers on Facebook, each post you generate will only be seen by a maximum of 200 to 600 people. The other 9 thousand and a fraction will see absolutely nothing.The picture is not very different in other networks.Danny Sullivan of Betting Email List Land once wrote that on his Twitter account less than 2% saw his tweets.Compared to email, open rates can vary between 12 and 23 percent.In other words, if you have 2,000 email subscribers, 2,000 Facebook followers, and 2,000 Twitter followers, this could average:435 people will open your email120 Facebook fans will see your message0 Twitter followers will see your messageYou can clearly see that email marketing brutally surpasses social media in terms of reach. Not to mention that email open rates are easily increased by writing better headlines.In some campaigns, you can reach 40-45%… something that cannot be achieved with social networks.Higher click-through rateAccording to other statistics, email marketing campaigns can have between 50-100 times the clickthrough rates of Facebook and Twitter.“Email is still king. It is the 80/20 against social networks. Literal. It exceeds between 20 and 25 times the click-through rate when compared against social networks, ”says Despreneur Magazine .”I can tell you that I see a significant difference in traffic and conversions of offers when I promote them with my email list versus when I only do it with social networks,” says Kristi Hines, contributor to Social Media Examiner.These are the average click-through rates for each channel:Email marketing 3.57%Facebook 0.07%Twitter 0.03%For Facebook and Twitter – these are the engagement rates. In otherwords, those numbers, for both social networks NO clicks but also include comments, likes, shares, retweets … which means that the hard click rate is lower.The famous Derek Halpern ran a test by sending a post to Twitter and his email list.These are the results it obtained:
50 people clicked on your link from Twitter
200 people clicked on your link from your email listYour email list is just twice the size of your Twitter followers, yet it still generates around 24 times as many clicks.Higher conversion ratesEmail marketing drives more conversions than any other marketing channel, including search and social (according to a Monetate report ), which also matches Custora’s report from late last year.Conversions per channel 2016According to another report – 66% of online consumers made a purchase as a result of a marketing email message.With the options given by most email marketing providers, you can deliver highly targeted messages based on the behavior of your subscribers.More direct conversionsAmir Chitayat from OpenMoves does email and social media marketing. What he has found is that email marketing results are more tangible and with better ROI if you are looking for leads or sales.For one of your clients (B2C ecommerce business) you use both email marketing and social media and spend the same amount of budget on them.It can be seen that Email generated 1,192 direct transactions and 872 assisted operations, sweeping social networks by far. email vs social networksSocial media generated fewer direct transactions – just 173, and 1010 assisted conversions, which means fewer direct conversions and yet contributed assisted conversions.According to Amir, if it is a B2B company or a leading company, the gap would be greater.Better return on investmentEverything in the business comes down to ROI and opportunity cost. In other words, it makes sense toinvest in Strategy A if it is going to earn you more money than your investment in Strategy B.In a study by McKinsey & Co on how American businesses generate new customers, they found that email marketing acquired 40 times more customers than Facebook and Twitter combined.social media vs email marketing”Email will almost always have a better ROI as it is less expensive and easy to implement with very good conversions assuming design and content remain best practices,” says Amir Chitayat of OpenMoves.
According to Douglas Karr of DK New Media we should expect the email marketing conversion rate to be higher due to the explicit permission these contacts gave us.”I think the followers on social media are a bit more distant, listening to us on social media, but not providing permission to deliver a message directly to them,” he says.It is easier to buildDerek Halpern conducted an experiment and found that it is much easier to build an email list than anaudience of followers on a social networkThis is what he did.It sent 1,000 visitors to its email subscription landing page, and 1,000 visitors to its Twitter page.As a result, it received 500 new email subscribers – which is a 50% conversion rate.It did not say exactly how many new Twitter followers but it was nowhere near 500 followers.All you have to do to grow your email list is, as Martin Zhel says , integrate an Opt in tool like MailMunch into your website, and you will start receiving email subscribers. How to capture leadsWhere social media works best Now let’s see where social media works better than email marketing:Higher engagement rateAlmost all marketers agree on one thing – social media has a huge engagement rate, and email can’tcompete with that.Email drives engagement when we send traffic to the blog; This appears in the form of comments and shares, but the amount of that engagement is nowhere near that generated by social networks. Nothing like social media to listen to your audience.Adherence and viralitySocial content is much stickier and provides potential virality.Douglas Karr did an experiment once.If you have 1,000 email subscribers and you send them an email, you likely have 202 people opening it and 33 people clicking on it.If you have 1,000 followers on Facebook and you send a post, maybe 30 will see it and 5 will click.This sounds very depressing at first, but the reality is a bit different.Your social media content can be shared by one person with 20,000 followers, and the phenomenon could be repeated with 5 others on their network, reaching 100,000 users and thus reaching many eyes. That is the real power of social media. The problem is that many only share promotional content and garbage that does not inspire anyone.On the other hand, most people only open their emails once and rarely share them with others. Content shared on social media can go viral and the activity around it can continue for months.
More assisted conversions
Chad White wrote a while ago that social media works in the middle of the funnel and email is more like the bottom of the funnel. I recommend you read What is ToFu, MoFu and BoFu to understand this a little more.What is Tofu Mofu and BofuIn this sense, social networks and email are not competing elements but rather sequential elements of the sales funnel.In other words, social media engages the public and helps email convert more.Better for the brandReadySpace’s Kian Ng said his company is investing in social media, primarily for the opportunity to create an image or leave an impression.According to him, that is something much more difficult to achieve with email marketing. If you think about it – your brand, logo, your face is much more visible on social media channels. People can interact with you and remember you. That is why we have decided to venture into Facebook live videos, answering questions from our audience every week. We do not seek conversion, but contact with you.On the other hand, email is more driven towards taking action. People can see your name or your logo but that’s it, there is conversion, not connection.Third party data (for advertising)”Social results are better with paid ads over organic especially on Facebook,” said Retriever Digital’s Stuart Marler.The main reason for this is that social media channels now have access to third-party data that they can use for highly targeted advertising to reach their customers.Facebook is a great example, as it has been doing this since 2013 and today the targeting is more sophisticated than ever. You can easily target any type of demographics, interests, or behaviors.For example: if you have a travel agency you may want to advertise your offers to people who travel frequently. That way they are more likely to convert. You can easily do this with Facebook; We leave you his guide , where the objectives recently changed, making them more understandable.Facebook AdsHow email and social media work together in marketingThe question that everyone is asking and why theycame here is – should I invest in email marketing or social media marketing?The answer is – why not both?Let me give you two reasons why you should combine them in order to get better results for your business:Social media helps email marketing in conversion – we have already said that social media does not usually convert, that is, they do not generate direct sales, since they are the middle part of the funnel and their objective is to achieve engagement with your audience. However, this later helps you drive a lot more conversions with email, which is one of the best converting tools.Many sales would never have happened if companies relied only on email or only on social media.Use social media to grow your email list. Another way that social media can help is to grow your email list thereby increase your conversions and income.The most typical ways you can do this are:Share your opt-in forms on your social media profilesPromote those who subscribe to your newsletter with paid ads on socialDrive traffic to your website where you can convert visitors to subscribers and subscribers to customersIn conclusion:Email marketing and social media are like parallel universes that communicate with each other.We suggest you use email marketing when looking for more reach, traffic, and direct conversions. Social media, on the other hand, is a great tool that can help you engage with your audience and subsequently drive more sales from the site.There is no reason why you shouldn’t use both. Just make sure you allocate your resources the right way.