This Is Why Email Marketing Still Outperforms Social Media

This Is Why Email Marketing Still Outperforms Social Media

With figures from Statista showing that more than 2.5 billion people use social media every month, it makes sense for companies to focus much of their marketing effort on cultivating their online presence. In fact, research compiled by Campaign Monitor indicates that 72 percent of people would rather receive brand content through email, while just 17 percent prefer to receive their brand messages from social media platforms. In addition, 39 percent want that email content to be more informational than promotional, according to Adobe Campaign’s fourth annual consumer email survey results released in August. Still, it’s important to tailor your email marketing campaign to appeal to the social media generation. Trigger emails can take the form of a welcome message, a re-engagement email, a follow-up to a transaction, or any other opportunity to provide a subscriber with information and a call to action. The first ride triggers a thank you, a discount for getting friends to sign up, and links to share the experience with others on social media. After a certain period of time, individuals will be tagged for a highly customized personal message inviting them back. While looking for new clients and consumers is always a good idea, it’s just as important to stoke your current customer base into re-engaging. Content that is short, sweet, and (most of all) useful should be the defining characteristic of every email sent in your brand’s name. It capitalizes on convenience by sending users little more than a call to action and an invite to leave an opinion.

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Patiently building your email list and perfecting how you use it remains your single best marketing channel.

This Is Why Email Marketing Still Outperforms Social Media

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With figures from Statista showing that more than 2.5 billion people use social media every month, it makes sense for companies to focus much of their marketing effort on cultivating their online presence. However, it’s a mistake to think that social media is the only way to reach consumers.

Set aside this common belief and keep in mind that, also according to Statista, there are 3.7 billion active email users around the globe. In fact, research compiled by Campaign Monitor indicates that 72 percent of people would rather receive brand content through email, while just 17 percent prefer to receive their brand messages from social media platforms. In addition, 39 percent want that email content to be more informational than promotional, according to Adobe Campaign’s fourth annual consumer email survey results released in August.

Still, it’s important to tailor your email marketing campaign to appeal to the social media generation. No one likes canned junk emails, but by following these steps, you can send the right messages with the right personal touches at the right times and leverage email into a highly valuable engagement channel.

Related link: The Email-Marketing Death Spiral Begins When You Think More Is Better

1. Embed trigger emails.

The most-often rejected emails are the ones users aren’t expecting. Messages that are triggered by a user’s specific actions have a much better chance of being accepted. Trigger emails can take the form of a welcome message, a re-engagement email, a follow-up to a transaction, or any other opportunity to provide a subscriber with information and a call to action.

For instance, Uber’s email campaign is almost completely triggered, and it works wonders. New registrations trigger a welcome email with a brief summary of user benefits and a quick guide to getting started with the service. The…

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