With so many people talking about social media, have you ever wondered if email marketing still has a place today? The answer is simple: absolutely! Email is still one of the most powerful tools for businesses of all sizes! But after all, email marketing vs. social media, which is better?
Today, we’re going to show you the differences between email and social media marketing. And if you think you have to choose between one or the other, the idea is to convince you that the secret lies in using both together!
What’s the difference between email marketing vs. social media?
Social media and email are like two sides of the same coin, but each has its own specific function. Social media is super interactive, public and great for engaging a lot of people at once. Email, on the other hand, is more personal and direct, the “face-to-face” conversation, only virtual.
Another difference is reach. While social media has a huge audience (Instagram alone has billions of active users), email is more focused, speaking directly to those who have chosen to receive your messages. Oh, and there’s content: social networks are perfect for creative posts, short videos and memes. Email, on the other hand, is more informative and to the point, usually combining text and images.
So which one to use? The best strategy is to combine the best of both worlds. For example, you can use social media to attract more people to your mailing list – like this ad to sign up for a free e-book. Then use email to deepen the conversation and present your offers in a more personalized way.
Advantages of Email Marketing
When it comes to speaking directly to your audience, email is your best friend. Just look at what it can do:
- Direct and personalized conversation
Remember that special touch when you called a customer by name and sent them an exclusive discount? It’s super easy with email. That makes all the difference when it comes to converting leads into customers.
- More opens and clicks
People who have subscribed to your list have done so because they want to hear from you. As a result, they’re much more likely to open your email and click on your links than a random post on their timeline.
- High conversion rates
In terms of return on investment (or ROI, if you’re into acronyms), email takes the cake. It has incredible power to generate sales.
- You’re in control
With email, you’re not at the mercy of algorithms. It’s your list, your rules. No nasty surprises like social media policy changes.
- Results you can measure
You can see who opened, clicked and even how long they spent reading your message. Use this data to improve your campaigns.
Benefits of Social Media
On the other hand, social networks are indispensable when it comes to reach and interaction. They are incredible for building your brand image and reaching more people. Check them out:
- Huge reach
Millions of people can see your content without needing a contact list. Perfect for reaching new audiences!
- The chance to go viral
Who hasn’t seen a funny video or exciting campaign that everyone shares? That’s the power of social media.
- Real-time interaction
A customer sent you a message? You can respond right away! This creates a much stronger connection.
- Visual and creative format
If you have products or services that look great in photos and videos, the networks are the perfect stage to shine.
- Low cost
You can start with very little investment – or none at all – and still reach a lot of people.
How can you use them together?
The key is to understand that email and social media are allies, not rivals. A well-designed social media campaign can drive people to your email list, where you can build a more solid and lasting relationship. At the same time, the data you collect through email can help you create more relevant content on social media.
For example, suppose you’ve launched a new product. Use social media to announce it and build anticipation, and email to send a special discount to early buyers. It’s a combination that works really well!
Compare statistics…
When it comes to deciding between email marketing and social media, understanding the numbers can help you see how these tools work in practice. Although the results will vary depending on the audience, the quality of the content and the aim of the campaign, the following statistics will give you an idea of the potential of each channel. Take a look:
Email Marketing statistics
- Open rates
On average, between 15% and 25% of emails sent are opened. This depends on factors such as a memorable subject line, the reputation of the sender and the segmentation of the list. For example, emails with direct subject lines such as “Your 20% discount expires today” tend to perform better.
- Click-through rates
About 2.9% of recipients click on links in the email. Doesn’t that sound like a lot? But consider that this click is usually from someone who’s already interested in what you’re offering.
- Conversion rates
The average conversion rate is around 8%, which means that email is the champion when it comes to converting leads into customers.
- Return on investment (ROI)
Here’s the most impressive statistic: for every $1 spent on email marketing, the average return is $36. In the retail and e-commerce sectors, this ROI rises to an incredible $45 per $1 invested.
- Personalisation that works
Personalised emails, such as those that address customers by name or recommend products based on previous purchases, have an open rate of 26%, much higher than the 15% for generic emails.
- Optimise for mobile devices
More than 40% of emails are opened on mobile phones, so make sure your design is responsive for smaller screens. Testing the layout before sending can avoid problems such as cut-off text or buttons that are impossible to click.
Social Media statistics
- Engagement rates
This depends on the platform and the type of content. Posts on Instagram tend to have higher engagement rates than those on Facebook, but are generally lower than email marketing.
- Click-through rates
Social media marketing has an average click-through rate of 1.36%. It’s not as strong as email, but it’s a good start for campaigns focused on brand awareness.
- Organic reach
The battle for reach is real. On Instagram, the average reach for businesses is 4%, while on Facebook it drops to just 2%. This means that unless you invest in advertising, the number of people seeing your content is very limited.
- Conversion rates
The average conversion rate on the networks is around 3%. Although lower than email, it can be higher depending on the industry – fashion and beauty, for example, tend to perform well.
- Return on investment (ROI)
Compared to email, social media ROI is more modest, with an average return of $2.80 for every $1 spent.
- Video content is king
Want more engagement? Go for video! It accounts for over 80% of web traffic and has a much higher engagement rate than other formats.
- Influencer Marketing
Working with influencers can deliver great results, with ROI up to 11 times higher than traditional digital marketing campaigns.
What do these statistics tell us?
If you’re looking for an immediate return on investment and direct communication, email marketing is the best choice. But if you want to reach new audiences, build your brand and create visual engagement, social media is essential. The secret lies in combining the two, using social media to attract leads and email to convert them.
For example, you can create a video campaign on Instagram that drives people to a sign-up page for your email list. From there, you can send more personalised content and work on conversion.
At the end of the day, it’s not about choosing one or the other, it’s about understanding where each tool shines and how to integrate them into your strategy. 😉
Does email marketing generate more sales?
If you’re wondering which channel is most effective at driving sales, the answer is clear: email marketing is the best. With its ability to personalise and its high conversion rate, email marketing stands out as one of the most powerful tools for converting leads into customers.
Impressive ROI
Email marketing is renowned for its extremely high return on investment (ROI). Studies show that, on average, it can generate between $32 and $45 for every dollar spent. Sectors such as retail and e-commerce benefit even more, with even more significant results.
Personalised and segmented communications
Email allows you to send specific messages to different audiences. For example, offer an exclusive discount to customers who have abandoned their shopping carts, or send product recommendations based on previous purchases. This personalised approach greatly increases the chances of conversion.
Focus on the goal
While social media is great for engagement and brand awareness, email is simple: it delivers your message at the right time to people who have already shown an interest in what you have to offer.
Which one to choose?
The choice between email and social media depends a lot on who you are trying to reach. For older audiences or professionals, email tends to be more effective. For connecting with younger generations or creating visual engagement, social media has the edge.
For example:
- If you’re a clothing store and want to attract young people, Instagram is a great place to start.
- If you sell business services, such as consultancy, email is a natural choice for sending proposals or reports.
The power of combination
Often, the most effective solution is to combine the two channels. For example:
- Use social media to attract initial attention and direct people to a page where they can sign up to your email list.
- Then use email to deepen the relationship and offer more exclusive content.
The best of both worlds: integrated strategies
Rather than choosing between email marketing and social media, the most effective approach is to integrate the two into a holistic strategy. Here are some ideas on how to do this:
- Use social media to capture leads
Create engaging campaigns on Instagram or Facebook that encourage followers to sign up to your email list. Offer something in return, such as an e-book or discount.
- Deepen the relationship with email
Once the lead is on your list, send personalised messages with exclusive offers or detailed information about your products.
- Reinforce the message on social media
Use social media to remind followers of email promotions. This increases touch points and the likelihood of conversion.
Conclusion: Who wins?
When the ultimate goal is sales, email marketing is the champion. It offers direct communication, personalisation and an ROI that’s hard to beat. However, social media is essential for reaching new audiences and strengthening customer relationships.
The real magic happens when the two channels work together, creating a complete customer experience and delivering results at every stage of the buying journey 😉.
