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Email Marketing vs Social Media – the Pros and Cons

by Amy Hall

April 7, 2017 By Amy Hall 1 Comment

Email Marketing vs Social Media - the Pros and Cons

There’s no doubt that social media has made a big splash in the world of marketing the past few years – and it’s a trend that shows no signs of slowing down.

That said, however, is social media making email campaigns obsolete? It’s an interesting question that, at least among experts, produces a variety of answers. But I’d like to take a closer look while weighing in with the pros and cons of each marketing approach.

In the end, the one you choose – or decide to use them together – comes down to the one that helps you grow your business most efficiently.

Email Marketing

Pros

1. Its reach

It’s hard to beat a marketing campaign that reaches its intended recipient 90% of the time. The “open” rate of email (the number of people who open the email) can be increased by writing compelling subject lines.

The reach of social media is fairly dismal by comparison. According to one study, if you have 2,000 Facebook fans only 2 to 5 of your followers will see every post you publish.

2. Higher click rate

Email marketing is still the leader – by a wide margin – when it comes to click rate. As an example, one researcher sent his blog post to both Twitter, and his email list and the final tally was telling: 50 people clicked on his Twitter link, 1,200 clicked on his email link.

Do your own tests to make a comparison.

3. Higher conversion rate

Email also has the advantage of driving more conversion than any other marketing channel. As one report showed, over 60% of consumers made a purchase because of an email marketing message.

4. It’s cheaper

Email is cheap. Seriously cheap. MailChimp is Free for your first 2,000 subscribers, and you can send 12,000 emails a month!

5. Better ROI

Isn’t business all about return on investment and the cost of opportunity? Email marketing has been shown to acquire 40 times more customers than Facebook and Twitter combined!

Cons

1. Time

It takes a lot of time to build a solid email list. The days of purchasing contact lists – that produced tepid results regarding conversions and ROI – are gone. Today’s email lists are built through pre-approved permission, direct sign-ups, and incentives.

2. It’s not flashy

There are limitations as to how creative you can be with an email campaign – especially when compared to social media. It’s getting better, but there’s still only so much you can do to make an email strategy produce visually-effective results and stay out of spam.

3. Spam

The tidal wave of spam that bombards consumers on a regular basis has damaged the email marketing landscape. Email marketers are fighting the battle of landing in the inbox and engaging time-strapped recipients.

Social Media

Pros

1. Higher engagement rate

Most marketers agree that social media has a higher engagement rate than email. Sharing content on social media channels results in higher traffic on your blog and website. This will build your brand and establish your company as a thought leader.

2. The ability to go viral

Content that’s shared on social media is often reposted and passed along to others.  It gets in front of a larger audience and in front of other targeted eyes. It also provides the opportunity to have your content seen by people you haven’t engaged with in the past. By contrast, your email reach seldom extends beyond your basic list.

3. Better for branding

I’ve already mentioned how social media can help build a company’s brand. Creating an image for a business is harder to do with email. With social media, your branding and logo are more visible. People can interact with you and remember you.

Cons

1. The need for consistency

Not that consistency is a negative. To achieve consistency with social media, you need to provide followers a steady stream of content and be willing to engage with them.

2. Spreading yourself thin

There’s definitely a danger of spreading yourself too thin when it comes to social media marketing. There are so many channels – from Facebook to Twitter to LinkedIn and more – and it can be easy to get lost in the shuffle.

How Email and Social Media Marketing Work Together

Now that I’ve discussed the pros and cons of email and social media marketing, it’s time to get back to the original question, i.e., which one should you use for your company?

What if the answer is “both”?

Combining both approaches can produce even better results because:

  • Social media assists email marketing conversion – Social media engages your audience while email drives more conversions.
  • Social media can help grow your email list

In other words, while email and social media are decidedly different approaches, there’s no reason you can’t use both.

Email vs. Social Media: Which Has the Highest Engagement?
Source: Social Media Statistics: Email Still Has the Highest Engagement
From: Devesh Design

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Amy Hall

Amy Hall

Amy Hall is an expert on Social Media and Email Marketing. Amy is a nationally recognized MailChimp expert advising large and small businesses on effective Email Marketing Practices. Amy also builds WordPress websites with over 6,500 logged hours, as well as the content manager for MaximizeSocialBusiness.com. Her core business, AmyHall.biz, advises and implements WordPress, Social Media, Inbound Marketing, and MailChimp Email Marketing solutions for companies.
Amy Hall

@GenuineAmyHall

I build WordPress websites, MailChimp Expert, and Content Management #WordPress #EmailMarketing
@webcami @gravityforms The issue is that something inside the form was triggering 2 “calls”, a put and a delete. I… https://t.co/CLPX5WgbsY - 2 days ago
Amy Hall
Amy Hall
Amy Hall

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  • The Future of Email Marketing: Facebook Messenger or Email? - May 11, 2017
  • Email Marketing vs Social Media – the Pros and Cons - April 7, 2017

About Amy Hall

Amy Hall is an expert on Social Media and Email Marketing. Amy is a nationally recognized MailChimp expert advising large and small businesses on effective Email Marketing Practices. Amy also builds WordPress websites with over 6,500 logged hours, as well as the content manager for MaximizeSocialBusiness.com. Her core business, AmyHall.biz, advises and implements WordPress, Social Media, Inbound Marketing, and MailChimp Email Marketing solutions for companies.

Reader Interactions

Comments

  1. Doug Morneau says

    November 20, 2017 at 5:39 pm

    Great information. Based on our tracking I’d tend to agree. However, we have one additional consideration with most of the marketing campaigns we run for our clients. We rent email lists. These are third party permission based email lists. So we need to take into consideration, the reputation of the brand or publisher and how they treat the subscribers on their email list. Because they sell advertising on their email list the opens and clicks are not as good as using your own organic house list. But to scale quickly and generate a flood of inquiries, leads, build your house list, or generate sales, list rental had been crushing it.

    Reply

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