email marketing

Email Marketing Trumps Social Media

I know everyone is sick of receiving spam email that offers little or no value, that’s what gives email marketing a bad name.

That’s not the type of email I am referencing here.

I also know that everyone seems to be talking about social media and how such sites represent the “holy grail” of marketing.

But my assertion is that good and valuable email marketing campaigns trump social media activity every time.

Let me explain why

A YouGov Survey recently concluded that social media presence and participation doesn’t lead to an increase in trust or sales ( ) .  

So does this mean your hours on Facebook are wasted? Perhaps, but not entirely – it depends what you are posting!

Using social media as a channel to direct readers to a relevant page on your website and, once there, encouraging them to sign up for your mailing list, is time well spent!

If you want your website visitors to buy your products or services (or simply become a raving fan), building a relationship over time through email marketing is still the best way to achieve those goals.

Email marketing consistently trumps social media when it comes to influencing reader behaviour. It trumps blogs too but this doesn’t mean you should not be blogging for your business!

Why is this so?

Well for one thing, email is intimate, private and personal.

Your readers are used to receiving email messages from friends and colleagues and when you send useful, informative and valuable information via email you too can become a friend or colleague. When you take time to properly craft your emails, your recipients will welcome them.

Secondly, there is more of a sense of urgency about email. When we are short on time we don’t visit Twitter or Facebook or whatever our preferred social media platform might be, but we do check email.

Thirdly, an awful lot of people now check email on their phones and devices. You have access to them 24/7.

Fourthly, if you start using email well, you will be in a minority. Most email offers nothing in the way of value. If you make yours interesting, informative and valuable you will stand head and shoulders above the rest.

How do you start email marketing?

First you need to capture email addresses. You’ll need to give a compelling reason to your readers for them to share their email address with you.

You will need to try different things and test to see what works best with your audience.

You’ll need an email delivery service. We use different services for different clients depending on budget and strategy. We like Active Campaign, Mailchimp and Get Response, but there are many services out there. Do use a service that requires a double opt-in. This protects you from complaints of spam.

Then you’ll need content. Make sure you have a nice warm, welcoming email set up to be sent to new subscribers. Make them feel valued, promise them useful stuff and make sure you deliver on that promise.

We’ll also be looking at how to get more opt-ins and how to build your email list in future articles.

For now just make sure every time you email your list you are offering something useful, interesting and of value.

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