Email Marketing Vs. Social Media: Which Yields Better Results?

If your agency neglects the value of email marketing in favor of the buzzier, sexier world of social media, you could be missing out on some major opportunities for your clients. Both are effective marketing tools with different benefits, and it’s important to understand how they differ in order to best utilize them for your clientele.

Email marketing works by collecting email addresses and strategically sending a series of targeted emails to that list. It’s a highly-targeted method of reaching your audience, and it can yield incredible ROI—it’s estimated that email marketing generates $38 for every $1 spent.
Social media, on the other hand, is a bit of a wild-west where anyone can post content. Although this isn’t a bad thing in and of itself, it does make it more difficult to gain control over the content that’s being posted.

However, social media platforms are constantly enhancing their targeting capabilities, allowing marketers to reach the right people at the right time. For example, platforms like Facebook now offer Lookalike Audiences, enabling businesses to target users that are similar to their current customers. As a result, it’s much easier to reach your ideal customer on social media than it is through email.

In addition to the wide reach and real-time engagement that social media offers, it also provides an excellent platform for encouraging user-generated content (UGC). UGC is a powerful way to promote your brand, because not only does it help to spread your message, but it also allows your audience to take control of it. This creates a sense of trust and authenticity for your brand, which can lead to conversions.

It’s also worth noting that social media often has a more “personal” feel than email, which can be useful for building relationships with your audience. For example, it’s common to see brands offering customer service through their social media pages, which helps to build trust and loyalty between businesses and their audiences.

Both channels work well in tandem, and it’s usually a good idea to utilize both in your marketing campaigns. For example, you might share links to your social media accounts in the footer of your emails, or send automation triggers that encourage subscriber engagement with social media. For example, if someone 'likes' one of your social media posts, an automatic email can be sent asking them to share the post with their network.

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