My generation grew up with social media, so it is a very prevalent part of my life. Between Facebook, Twitter, Instagram and others I consumer thousands of messages. Surely that would be more effective than something as old as email right? Wrong!
1. Numbers don’t lie
We have all heard this before and most people would agree that numbers don’t lie. Here are some staggering numbers for you to digest:
-Email has nearly 3X as many user accounts as Facebook & Twitter combined (2.9 billion accounts)
-Facebook & Twitter combined make up only 0.2% of (NON SPAM) emails sent every day
-Every web search made on every search engine every day equals 1/100th of daily email traffic
-every web page viewed on the entire internet (including images and videos) use 25% of the bandwidth consumed by email
2. Email is incredibly personal
What? Facebook is way more personal!
Actually, it isn’t. There are lots of people that use email, that do not use social media. You can’t be personal to people that aren’t even on the platform you’re using.
Also, social media conversations are typically one way with a brand sharing what they want to share and hoping people will read it. Would you try to send somebody a Facebook message asking them to come buy your products, or send them an email?
3. Email is more professional
Don’t get me wrong, there is definitely a place for Social Media in a companies business plan. However, when you’re developing relationships email is taken much more seriously.
Also, social media separates your audience. Not everybody you want to do business will see your Facebook post or tweet which divides your efforts. Does that make as much sense as using a platform (like Email) that you can reach everybody through? Nope…
4. Email gets more attention per customer
It is fairly simple, your customers will be more likely to give you face time through email than another medium. With email you can make repeated contact on your terms. You control when your audience interacts with your message which gives it power.
Even in a poorly managed and infrequently checked inbox, your message is still there. Assuming you’re sharing information and offers that your audience truly is interested in, they will be willing to give you some time every time you reach out.
When they start giving you that time, they begin to trust you more and look forward to your messages. Research shows that an average consumer has fewer than 16 “trusted senders” that they will ALWAYS engage with. If you can gain that level of trust, you will receive practically undivided attention.
5. Email is transactional
Customers already expect to receive offers through email and to buy things from said offers. This means that consumers have a high tolerance for offers and are more likely to make purchasing decisions.
Compare this to Facebook, where consumers go to chat, share things with friends and play games. That isn’t an environment that will foster purchasing behaviors. Twitter is similar in that people go there for information, not to purchase.
Through email campaigns, you can build your audience towards purchasing while simultaneously sharing your brand and value with them. Not only will they expect to hear from you, but if you have good content they will look forward to hearing from you.
In short, you can reach people when you choose and ultimately reach more people when they’re in a buying mood. You can reach a larger audience and have much more control over the engagement that your campaigns will see. Instead of sitting back and waiting for consumers to find you, a campaign can aggressively put your messages at the fingertips of an excited audience.
Which would you prefer, Email or Social Media?