From Kelly Forst December 2, 2020
TLDR: Instead of focusing on what's better, learn how to combine the power of email and social media for a powerful marketing strategy.
Email Marketing vs. Social media.
"Email Marketing Is Dead."
"This social channel is old news."
How many times have you heard phrases like this that dragged proven marketing channels like gladiators to war?
I know my answer: too many to count.
So-called "experts" have a bad habit of ditching marketing channels that have been around for some time in favor of the "latest and greatest" tactics and tools.
But there's a reason these older channels have been around for so long. They work.
This was the narrative that took to the stage when social media was just gaining popularity. Now that social media marketing is not new, we wanted to re-examine the conversation between email marketing and social media and how they differ, how they are similar, and how you can use them together to get more exposure irritate. Engagement and sales.
Email marketing and social media are fantastic channels for engaging your audience. While both encourage two-way communication, the biggest difference in email marketing is – you own your list. You don't own your followers on social media.
While your social following may be larger than your email list, there are other obstacles to overcome with social media. For example, social algorithms are constantly changing – which means that your entire audience is never guaranteed to see your message.
And while it's a scary thought, you also run the risk of a social platform shutting down and losing all of your followers. Think: Vine circa 2016. These creators had to rebuild their following elsewhere. Imagine adding to their email list along with their social audience …
Let's break down some more similarities and differences.
How is email marketing different from social media?
One of the best things about social media is that it allows you to reach new fans and audiences in a very public way. People can search for your topic or area of expertise and come across your page by chance or through a recommendation from a friend or family member.
But social media can be crowded. If you don't invest in paid advertising, there's a good chance your posts won't be seen (let alone by the right people).
The good news? Engaging your audience is easy – all you have to do is add emails to the mix!
The even better news? Your subscribers are likely to be more engaged because they chose to hear from you.
You can choose when and how often you want to deliver content to your prospects. There is no algorithm that can be circumvented. Email makes it easy to keep track of who your content is reaching and how it is performing. (If you're using a trusted email service provider, there's no question that your content will actually be delivered.)
According to emarketer.com, email marketing is the most effective channel for customer loyalty.
How are email marketing and social media alike?
Despite their differences, email and social media work better together.
Social media is a great way to reach new audiences and communities of people. Email is how to deal with them and maintain the relationship. It's a win-win situation!
In addition, both social media and email marketing offer excellent channels for customer loyalty. Stay competitive and use social media to respond quickly to customer inquiries.
Use both strengths to really improve your overall marketing strategy.
If you've focused on email marketing as your main channel, here are some ideas that can help you improve your social media marketing.
- Invite them to your social media. Do you have a lot of email subscribers? Summon them on your Twitter feed. Big audience on Facebook? Request the pleasure of your company on your blog. Each person likely has a platform that they are most comfortable with. But you can meet them on other channels at first. Give them the option to follow you where they prefer or they will let you go completely.
- Run a competition. Hold a competition related to your brand. It's as simple as asking for new product suggestions. Let your readers submit their responses either via email or social networks wherever your audience is greatest. Tell them that you will announce the winners on the channel you want to grow on. Link to a place where they can sign up to meet you there!
- Create incentives for cross-channel engagement. You may already have a large, active audience on Facebook or Twitter and want to add to your email subscriber list (or vice versa). Gather comments and inquiries from them on one medium and address them on the other. People who see your responses may click to see what the chatter is about.
How do you get your followers to sign up for your email list? The answer is surprisingly simple!
You can share lead generation resources or content updates like a webinar, PDF guide, or e-book as an incentive for the email address.
Another easy way to increase your list growth is to host a competition or giveaway with a valuable, relevant prize. Be sure to indicate that attendees will be added to your email list (or give them the option to unsubscribe).
If you're wondering which social media platform is best for email list growth, there is no answer – it really depends on where your target audience is.
Twitter and LinkedIn are good places to start because they are the most landing page friendly. However, don't overlook channels like Pinterest and Instagram. Both are really good places to find new audiences by searching.
When you're ready to invest a little, Facebook ads are a great place to start promoting your list. You set the targeting and budget for your ads. You can also create lookalike audiences based on the profiles of your current email subscribers.
Connected: Sendible's experts will answer your questions about social media marketing.
Build a powerful marketing strategy
After you understand the benefits of social media and email marketing, it is time to come up with the perfect marketing strategy for you.
Need More Help Getting Started With Email Marketing? Get the full experience by reading How To Grow Your Business With Email Marketing.