Many thought that with the coming of social media (Facebook, Twitter, etc) email marketing would sink into oblivion. They were proved wrong.
While Social Media is, perhaps, more personal and immediate, it is very difficult to measure the true impact value of any SM campaign. Another thing to keep in mind is that people are NOT on Facebook or twitter 24/7. There is a great possibility that your message will never hit the target. Well, this is not the case with Email Marketing campaigns.
Let’s talk numbers. For starters, email has nearly three times as many user accounts as Facebook and Twitter combined! That’s a whopping 2.9 billion. Compare the number of email messages sent daily to the number of daily FB posts and tweets and the comparison is even more relentless. But the point is not quantity, right? Let’s focus on quality, instead.
Think about it… how many people are using Facebook nowadays? A lot. How many are using email? Everyone! At least all the ones that matter to your business. Let’s be honest, you don’t check the Facebook pages you care daily and most of the communication that you start there, ends up with email. Because email is the most “serious” and “mature” medium. And this is because it’s more evasive. An email message reaches the most personal space of a user, his/her mailbox.
And above all, the majority of email users are in the right frame of mind for buying. When they receive a mailshot, as the email campaigns are called, they “scan” it and once they realize that the content is in their immediate interests, they focus and dig in. They are primed and trained to buy via email marketing. This is something that you don’t see very often in the Social Media.