Can Social Media Replace Email Marketing?

Can Social Media Replace Email Marketing?. Here are the reasons why it doesn’t replace email marketing: Emails are more personal than social networks Either in B2C or B2B, communicating about an offer, a promotion or an update through Facebook, Twitter or any other social network makes the communication impersonal. In fact, according to McKinsey, emails are 40 times more effective than Facebook or Twitter for acquiring new customers. Monetate adds to this that email marketing is the channel that drives the most conversions. Email messages have better chance to be seen than social media Without a doubt, Facebook is the largest social network ever, and the second most populated website after Google. However, running a Facebook ad for a specific target doesn’t necessarily assure that all users, within this target, will see the ad. And rarely will Facebook or Twitter users check a business account randomly, without any specific reason. On the other hand, if users receive irrelevant emails, they can simply unsubscribe from the list, in a click of a button. But now that we have, hopefully, convinced you that social networks cannot replace emails, we hope that you won’t look down on social media marketing. Many social media agencies will agree with us when we say that every online channel has its own benefits.

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“Now that we are doing good on social media, can’t we stop
putting efforts on email marketing? This question has been asked
several times, either on the internet or in some of our meetings.
As a digital agency, it was somehow perceived as an insult, not to
the team, nor the agency, but to online marketing in general. Each
time a “new” effective platform pops-up, we need to cancel the
previous one. Well that’s definitely not the way things work.

We simply answer this question with: “social media can NOT
replace emails”. Here are the reasons why it doesn’t replace email
marketing:

Emails are more personal than social networks

Either in B2C or B2B, communicating about an offer, a promotion
or an update through Facebook, Twitter or any other social network
makes the communication impersonal. When a Facebook page or a
Twitter account publishes a post, it would be addressed to the
general public. While in an email/newsletter, businesses can
approach each individual in the contact list with the first and
last name. Doing so drives more attention to the content of the
email which can also result in better outcome. According to
Aberdeen, “personalized emails improves CTR by 14% and conversions
by 10%”.

Emails are more effective than Facebook, Twitter… etc.

The ultimate purposes of businesses being online are acquiring
new customers and retaining existing ones. Many think that
Facebook, being the largest social network out there, is the best
place to attract new customers. However, many studies show that
emails attract new customers more than any social network. In fact,
according to McKinsey, emails are 40 times more effective than
Facebook or Twitter for…

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