We spent our last class learning about email marketing, so I wanted to reinforce my learning with further readings about email marketing benefits. Email marketing has various advantages that often make it more effective than social media or other forms of digital marketing.
1.) Email has larger reach: Facebook has over 1 billion users and Twitter has over 255 million users and so seem like they have a massive scale. Email actually has a larger reach, as worldwide projections estimated that there would be ~4.9 billion email accounts globally by 2017.
2.) Email delivers your message: 90% of emails get delivered to the intended recipient's mailbox. In contrast, only 2% of Facebook posts are seen by the intended audience. This is because Facebook limits the amount of times a post will appear on someone's news feed. Email subscribers have also in some way told companies that they are interested in hearing from them, so are more likely to pay attention to the message.
3.) Email drives conversions: Email has proven to be more effective at driving conversions than social media. The average click-through-rate (CTR) for email campaigns is 3%, whereas for tweets it is 0.5%. Email is also highly measurable since you can immediately see if it has been delivered, opened, etc.
4.) Email has a high ROI: Statistics indicate that for every $1 spent on email marketing, the average return on investment is $38. This is because with email you can send highly personalized and targeted messages that will reach the right person. Social media marketing does not provide this guarantee.
5.) Email is the preferred communication channel: Studies show that 72% of people prefer to received promotional content via email, whereas only 17% prefer to receive it via social media.
6.) Email is an open platform: Websites like Facebook and Twitter are controlled by third parties, meaning that these websites ultimately control what is shown on news feeds. This makes it harder to access audiences via social media marketing without paying extreme premiums. Email is not controlled by a third party, so businesses fully control who, when, how, etc. audiences see their messages.
Source: https://www.campaignmonitor.com/resources/guides/why-email/
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