Email marketing has been around for decades that some digital marketers consider it obsolete. These digital marketers have also fallen in love with social media marketing, and with good reason. There are more than 2 billion people worldwide who are active on social media. But it’s a mistake to believe that social media is the only means to reach target consumers.
In fact, there are instances when email marketing can beat social media marketing in reaching an identified market. Below are some of the reasons why digital marketers should not ditch this traditional form of online marketing:
1. Email marketing can reach a wider audience
While there are more than 2 billion active social media users on the planet, there’s also a bigger audience that can be tapped through email marketing. According to Statista, around 3.7 billion people around the globe are actively using email. Research firm Campaign Monitor also mentions that 7 out of 10 people prefer to receive branded content through their emails, far larger than the 17 percent of those who prefer to receive the same messages from their social media platforms.
2. Email marketing yields better lead generation
People who join an email list enter their personal information voluntarily, indicating that they are interested in your brand. On the other hand, the same can’t be said with social media especially with content that’s promoted or advertised by brands.
Email marketing, therefore, yields better lead generation compared to social media. Moreover, social media is filled with digital clutter that makes cutting through it next to impossible.
3. Email marketing gives better engagement
Email offers a more personalized experience compared to an ad on Facebook or Twitter. And there are plenty of studies to back up this claim. One study showed that 74% of marketers agree that targeted emails boost customer engagement. Personalized emails, on the other hand, boost click-through rates by 14%.