Have you ever thought about the time that you spend on social media creating ads, writing status updates, replying to wall posts etc. as a marketer? Now stop for a moment and take a look at the time that you devote on email marketing for growing your list, looking at analytics and creating attractive email content. If your statistics reveal that you are spending much of your time doing social media, and compromising on your email list, then it could definitely be a great mistake that could cost you sales. You may wonder why? Here’s the reason.
Predictive Analytics: It is true that social media is a valuable tool and is a great means for engaging customers. But it is not the best means to drive sales. If you have only one dart left to target the market, then email should always be that dart. Email has about three times more user accounts than Facebook and Twitter combined. Therefore smart marketers always consider email marketing not just as essential to their business but something that is the core of their sales and marketing system.
Email, a Personal Medium: The prime reason why an email is a powerful customer-acquisition channel is the mobile device. Business people usually check emails constantly and this enables them to remain connected. And marketers who leverage email effectively are always big winners. On the other side, a lot of people still don’t have their profile on Facebook or LinkedIn.
Email, a Business Medium: When marketers want to build business relationships and communicate with their clients, then email marketing is a better option than social media. If you want to talk to your customers in the most professional manner then selecting email over social media will help you to maintain the professionalism.
Email Draws More Attention: Email marketing is more powerful at it helps to draw more attention of the customer. It allows you to make repeated contact and research has shown that most people check their emails. Even if they don’t see it instantly, the message is still there in the inbox and is waiting for their attention. On the other hand if you send a tweet or post something on Facebook, people may or may not see it.
Emails can Enhance Sales: Facebook and Twitter are channels that are often used by people for non-business and non-transactional things. They are not looking for products or services to buy. This makes marketing messages to generate fewer sales than emails. Email always helps customers to know more about new products and offers that they can buy or avail thereby enhancing sales.
Thus to conclude, we can say that we are not asking you to stop social media totally but we are saying that instead of getting lured by the hype of social media, focus more on email marketing as a channel that is worth your precious time.