Why Email Marketing Still Matters
Despite the growing popularity of social media marketing, email marketing is still going strong — and that’s not about to change any time soon. Here are five reasons not to ditch email in favour of social networks:
Email is more professional
Yes, Facebook might make for quicker communication and higher levels of engagement, but it also seems less sincere and less professional. Besides, you’re limited in what you can say on social media, whereas there aren’t any character limits on an email. B2B companies in particular are better off using email for marketing purposes, but anyone wanting to be taken seriously can benefit from using both.
Your audience is more interested
Not everybody uses social media — but everyone who uses social media has an email account. Some people just use social networks to keep in contact with friends and family, and won’t be interested in being sold things when they’re online. When it comes to email, everybody on your mailing list has actively opted in to your communications — meaning that they are interested in what you have to offer, and are happy for you to communicate with them in that way.
It doesn’t matter when your customers are online
When you send a Tweet, you’re only going to reach people who are online at that time. A Facebook post is even worse — not only do you risk your audience not being online, but Facebook’s latest monetising scheme means that the number of people who actually see your message will be pretty insignificant, unless you pay to boost your reach.
With email, you don’t have to worry about any of that — recipients can open your emails in their own time, and refer back to them at a later date. Emails don’t go anywhere, unlike posts on social media. If a customer goes on holiday and doesn’t check their emails for a month, yours will still be there waiting for them when they get back.
Email is more personal
This might seem strange, considering social media’s reputation as being more intimate. Think about it, though — a tailored email message (always use customers’ names where possible) is actually more personal than a Facebook post aimed at every fan of the page.
Entering into a conversation on a Facebook post can be quite intimidating for customers who only want to speak with you, and there’s also the fact that Facebook will share users’ comments with their friends. A customer might want to ask you a question about a product, but not want to spam all their contacts with a conversation that isn’t relevant to them. People are becoming more and more concerned about online privacy settings, and this may discourage some users from contacting you on social media.
Social networks come and go
Teenagers are already turning their backs on Facebook in favour of newer, more visual networks (like Snapchat) that they’ve discovered for themselves. They don’t want to be using the same websites that their parents and older siblings favoured. In a few years, Facebook might even go the same way as Myspace. As social networks rise and fall in popularity, email remains a constant — it’s reliable, widely used, and essential to most online activity.
By Sam Wright
Sam Wright is a freelance writer and marketer.