Guest Post: Email Marketing Is Still A Great Way to Generate Sales
At one point, letters, catalogs, and brochures were considered the best ways to contact a large number of potential customers. These direct mail pieces informed buyers of the latest products and services and were considered a valuable method for developing leads. With the advent of the Internet, email quickly took the place of postal mail, and marketing this way was far more beneficial. Now, social media marketing is considered king, with its ability to generate brand advocates through social listening, to connect customers with each other and the brand, and to share news quickly at a low cost. But is social media really the best way to bring in buyers?
Email Vs Social Media
Email, although it has been used for many years, still remains one of the most effective ways to provide your customers with personal interactions. Consider the differences between social media and email: while social media does allow users to engage their customers with various forms of content, like pictures, videos and blogs. While there are benefits to this kind of engagement, email provides your clients with personalized, private interactions that can be tailored to their particular relationship with your company. As a result, email tends to generate more sales than social media. What are the reasons for this disparity in sales? Keep reading.
Advantages of Email over Social Media
Not only does email reach more people, it reaches people who are often more serious candidates for buying. A survey that spans two years and includes 72 million customers on 86 different shopping websites shows that customers who find their way to retail websites through email are 11% more likely to buy than the average customer. Customers who find their way to retail websites through Facebook, meanwhile, are only 1% more likely to buy than the average customer. Customers who find their way to a company’s website through Twitter are a staggering 23% less likely to buy than the average customer.
What makes email such an effective way to market? For starters, the people who are getting a company’s emails have already shown interest in the company and provided the company’s website with their email address. That means they are at least marginally interested in being notified when a company has new products, is having a sale or is offering discounts on merchandise or services. All three are mighty attractive opportunities to someone who has already purchased a company’s products or services before and have expressed a liking for them by providing their email address.
Social media, on the other hand, doesn’t have such a specialized platform to reach customers. Especially when you look at Twitter’s dismal numbers, the social media platform is simply no competitor for email when it comes to converting leads to customers. It might be because 140 characters is simply not enough to convince a casual onlooker to buy from your company cold turkey. It also might be because Twitter simply doesn’t reach the people who have the most buying power.
However you feel about the new role of social media in the marketing scheme, data clearly shows that email is still the more reliable partner in getting valuable leads to convert into customers. Not only does email allow you to personalize your interactions with your customers, it also provides you with more quality leads than social media, especially Twitter. So don’t throw out your email campaigns just yet; they seem to have staying power.
About the Author: Soumyadip Saha is a proficient author who writes articles about Online Marketing and other related topics. He provides affordable SEO Services, which are sought after by most businesses.RambergMediaImages via photopin cc