In recent times, there’s been so much change in privacy and with social media platforms like Instagram and Facebook thereby making email marketing more attractive than ever before. In this post, I’m going to unpack reasons why email marketing is better than social media or other ways of marketing.
There are some changing terms of agreement on social media platforms (in case you haven’t seen it) that are rolling in quickly. A lot of these changes come with privacy concerns from many people. With these changes in terms of agreement, social media platforms can have more access to information on your phone and more explicitly use that information in different circumstances. Also, the ability to shut down accounts at their whim (no questions asked). While there are still advantages to using the platform, more and more people are turning to other forms of marketing and email marketing is one of those topping that list. The dominance of social media marketing and certain traditional plain text email can seem old fashioned … however this cannot be far from the truth in light of the information I just shared with you above.
When it comes to bringing in new customers and keeping old ones busy and profitable, email marketing is more powerful than ever. Even with new technology coming up every day, email list are still one of the best ways to generate leads, build awareness, make sales and increase conversions. Ignore email as part of your digital marketing strategy and you will be missing out on a ton of potential business opportunities. In an era where big tech companies are censoring content every day, businesses cannot do anything about it and creating an email list is not just a marketing technique, it’s a necessity.
Here are the six top compelling reasons why email marketing list is better than social media
1. You’re in control
Unlike social media, your email list is yours and no one can take it from you. This is the first and most important reason why email list is better than social media. In other words, you do not depend on algorithms that limit your reach. With email, you’re in complete control of your content and you decide how often you send emails and what to say without fear of being censored or taken away from the platform. Obviously, social media can help build trust and credibility. But,only if it actually reaches people. According to hootsuite, on average only 5.5 percent of social media followers will actually see your content due to algorithm changes, machine decisions and a ton of other factors beyond your control. So your email list is under your control and your emails theoretically reach everyone. It is your job to convince your audience with compelling subject lines (keep in mind that pure curated list will often yield an open rate of 10 percent and above which makes email list twice as effective as social media)
2. Great return on investment
Email marketing brings the greatest return on investment (ROI). For more than 10 years in a row, email marketing has been generating huge returns. According litmus, the return on investment on email marketing campaigns can be as huge as 4200 percent. That’s right! In other words, for every $1 spent on email marketing, the average return is $42. This means that email list are one of the cheapest yet profitable ways to reach your audience. If you do it right , you can expect returns. Here is how to calculate returns on your email marketing campaigns. Suppose you pay $300 per month for email service provider. This is equivalent to $3600 per year. You also have a marketer that takes care of your email campaigns; he spends 10 hours per week at the rate of $25 an hour. That is $13,000 per year. So your total email marketing spend is 3600+13,000 =$16,600 total cost. If the revenue per lead is $150 and your email campaign brings 500 leads per year. Then the total revenue becomes $75,000. You can calculate your ROI, using the formula Revenue expenditure / expenses = 351.8%.
3. Credibility and rapport
Regular email is the best way to establish credibility and build rapport. People like to buy from people, most especially from people they know like and believe. In fact, someone you already know has six times to buy from you. Email is direct which makes it more personal than any social media. The best place to build trust is through your welcome email. Most marketers do not place enough importance on welcome emails or they skip it all together. However, you only have one shot that if performed well enough, will earn you an engaged reader and potential customer. A good welcome email usually includes how often you’ll email them, what they can expect from your emails, personal story with social proof to show that you have an authority, information about how to add you as a whitelist, so all your emails come in their primary inbox rather than promotion emails or spam folder. Don’t forget the main purpose of your email which is not to sell but to inform. With every new mail you send, you should educate your audience about and build trust at the same time.
4. Emails keep you on top
More than3.9 billion people use emails daily and this number is expected to increase to 4.3 billion by 2023. 90% of these users check their emails daily. In other words, regularly emailing your list puts you at the top and makes you an expert in your field. You job as an entrepreneur is to come up with occasional emails that interests your readers, provides value insights and keep them engaged.
5. Helps you generate leads and make sales
You email list is one of the ways you can generate leads and make sales. According to a report by Snov.io, businesses mostly email to maintain lead generation 85%, sales 84%, leads nurturing 78% and customer retention 74%. The savvy marketers use social media to get traffic, build engagement and drive leads to their email list. The upsell begins when you nurture leads with value driven email campaigns. The best way to nurture these leads is through relevant message and specific industry needs. Email list is better than any social media because of this next and final reason
6. You can segment and personalize your list.
Unlike social media, both personalization and segmentation of your list are 100 percent possible through email marketing. Nothing improves your email marketing efforts more than personalization. By fragmenting and personalizing your list you make your users feel special because they have a feeling you wrote in the email especially for them. According to campaign monitor, personalizing your email subject lines makes it 26 percent more likely to be opened and marketers who create fragmented emails see a 760% increase in revenue. In other words, the fastest path to great revenue is relevance and to get the most out of your email list is to make sure you deliver the right message to the right person at the right time. If you do all that, you can cut through the digital noise of all that’s changing on social media right now. Bypass all the noise, connect with your customers directly and maintain that value overtime with them. So if you’re an entrepreneur, instead of focusing all your efforts on the constantly changing rules and algorithms of social media, focus on effective email marketing campaign and you will see generous returns.