Email marketing and social media marketing are both ways to attract customers online, but which one to use to be more effective?
As you can see in the infographic, there are four channels which have been compared to each other and how effective they are, which are organic search, email, ppc, and social media. For now, we will be focusing only on social media and email. The first question that is answered in the infographic is the marketing channel that gets the most visitors which is, for email, 51% and, for social media, 32%. This is quite a significant difference, but why is this?
As for email marketing, potential customers subscribe themselves for email newsletters. They give the company permission to send them emails. Furthermore, email is the activity people do most often on smartphones and tablets. They check their email multiple times a day and therefore a company stays connected to their audience. However, the email should grab the attention of the reader, because emails usually get scrolled through quickly. Furthermore, the email should contain valuable content instead of long pitches that waste the reader’s time. Good email newsletters are also an effective way to build customer relationships and provide them valuable information as being a part of the company’s mailing list. A way to gain more email addresses from visitors is to put offers in the message. For example, “subscribe to our newsletter and get 10% off your next purchase”. This way both parties get something valuable which makes it for visitors most likely to apply for the email. This enables the company to be more effective in email marketing. To read more about the effectiveness of email marketing you can have a look here.
Social Media Marketing
On the other hand, there is social media marketing. Although, it might not be as effective as email marketing there are still some advantages that lead customers to the company’s website. Social media is a way to be interactive with the audience and it gives them the opportunity to comment and give their opinions on campaigns or news. It is a good way for a small company to make them more visible and makes a company more sociable. Though, social media is a valuable marketing channel to engage the audience, it is not meant to drive sales which are the case with email marketing. Furthermore, the content that is shown on the social media platforms should be attractive and gain the customer’s attention. The timing of posting news or sending emails is also crucial. A company wants to catch their audience at that moment when they have a few minutes to click on a news feed and read further. The timing of the company’s posts should be in line with the audience to gain more attention which has to be examined.
Nowadays, social media became a greater part for companies to gain customer’s attention and transferring them to the company’s website. However, the good old fashioned email marketing is still a far more effective marketing tool than social media marketing, because emails are checked multiple times a day at any time and at any place. E-Marketing shares valuable content usually with offers that draw customers to the company and gets the sales going. E-Marketing is a very important marketing tool that should not be let go, because of social media, but used by every company to be successful.