Email vs Social Media

So, you’ve got something important to share with your audience, and the big question is, how do you go about it? When I started my marketing career it was all about direct mail followed up by lots of phone calls, but let’s face it, times have changed. Direct mail is slow and expensive, and who has time for a million phone calls?

So for many small business owners, the choice comes down to social media and email. Social media, though popular may not be the best way to reach your audience. Here’s why

PEOPLE MAY NOT SEE YOUR POSTS

While many believe social media is the ultimate way to reach the masses. the platforms may not giving your posts the grand audience you imagine.

It is their playground, and they call the shots. Their ever-changing algorithm decides who’s in the spotlight and who’s in the shadows. For most content, only a small percentage of your followers or fans will see your post unless you are investing in advertising.

Add to that the push toward zero click content and even when people see your posts, the are unlikely or even discouraged from clicking through to your page.

WITH EMAIL YOU ARE IN CONTROL

Now, compare that to email. While people might check their social profiles more, when they do open your email there are no distractions, no rules, but the ones you set and the readers are encouraged to click through to learn more.

Your email may have only a 30% open rate, with a list smaller than your overall fan base, but you know who opened it, and when. You can identify your superfans. Then you can create more relevant content for them using custom lists and dynamic content.

TIME TO GET BETTER AT EMAIL

While your competitors are worrying about their next viral video, spend a little time and create a great email campaign for people who are really interested in what you have to say.

a few of my favorite conversations about email marketing