Can social media replace email marketing?

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“Now that we’re doing good on social media, can’t we stop putting effort into email marketing? This question has been asked many times, whether on the internet or in some of our meetings. As a digital agency, it was kind of seen as an insult, not to the team or the agency, but to online marketing in general. we have to undo the previous one. Well, that’s definitely not how things work.

We simply answer this question with: “social media can NOT replace email”. Here are the reasons why it does not replace email marketing:

Email is more personal than social media

Whether in B2C or B2B, communicating about an offer, promotion or update via Facebook, Twitter or any other social network makes communication impersonal. When a Facebook page or a Twitter account publishes a message, it is intended for the general public. In an email/newsletter, companies can approach each individual on the contact list with first and last name. This draws more attention to the content of the email, which can also lead to better results. According to Aberdeen, “Personalised emails improve CTR by 14% and conversions by 10%.”

Emails are more effective than Facebook, Twitter…etc.

The ultimate goals of online businesses are to acquire new customers and retain existing customers. Many believe that Facebook, being the biggest social network, is the best place to attract new customers. However, numerous studies show that email attracts new customers more than any social network. In fact, according to McKinsey, email is 40 times more effective than Facebook or Twitter at acquiring new customers. Monetate adds to this that email marketing is the channel that generates the most conversions.

Emails are more likely to be seen than social media

Undoubtedly, Facebook is the largest social network of all time and the second most populated website after Google. However, serving a Facebook ad to a specific target does not necessarily guarantee that all users within that target will see the ad. Yes, that’s right, this also applies to emails. But according to Radicati, an email is 5 times more likely to be seen than a Facebook post.

Emails are DEFINITELY not dead

The claim that email subscribers no longer read their emails is a total myth. To prove this, we had to refer to ChoozOn who stated that 57% of email subscribers spend 10-60 minutes per week browsing marketing emails. Many of you will say that Facebook, Twitter or Instagram users spend more time checking their feeds. While this statement is true, Facebook users “like” multiple business pages, and with Facebook’s latest big update, they are now seeing less and less content organically sourced from those business pages. . And it’s rare for Facebook or Twitter users to randomly visit a business account for no particular reason. Additionally, 72% of people said they prefer to receive promotional content via email, compared to 17% via social media, according to MarketingSherpa.

With social media, there’s nowhere to run

Whether on Facebook, Twitter and recently Instagram, businesses need to run ads to promote their offers, promotions or just their ad. To do this, they need to target people based on their interests, occupation, demographics, and more. Not all users who see the ad feel concerned or interested in it. As a result, their newsfeed may be filled with similar irrelevant ads. The only way to get rid of it is to…God forbid…quit social media! On the other hand, if users receive irrelevant emails, they can simply unsubscribe from the list, with one click. And poof… no more emails from this sender.

In conclusion, email marketing is an important part of any online marketing strategy. But now that we’ve hopefully convinced you that social media can’t replace email, we hope you won’t despise social media marketing. Many social media agencies will agree with us when we say that each online channel has its own benefits. Therefore, collaborate with a digital agency to create a successful online marketing strategy and give each channel its due.

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