Our spring intern Conor Quinn provides his insight on the effectiveness of email vs. social media.
Have you checked your inbox lately? Of course you have. And we’re wiling to bet you found a hefty share of promotional retailer e-blasts mixed in with your daily communication. Believe it or not, email is back and stronger than ever – even in the midst of the social media boom.
According to a recent survey by McKinsey & Co., email marketing is nearly 40 times more effective at acquiring new customers than Facebook or Twitter. It all comes down to connecting with your customers. Although social media is immediate, it doesn’t deliver the kind of one-on-one conversation your consumers crave. Plus, with constant streams of social media bombarding us, branded social media content sometimes simply gets lost in the shuffle. On social media, ads can even spoil the fun, potentially leaving a negative impression of your brand with prospective customers.
Branded emails are direct, cutting through the clutter. Customers are more likely to click through when an email feels personalized. While ads on social media tend to be directed at the masses, promotional emails target a specific and limited audience. Further personalization of an email – from using a recipient’s name to customized messaging to targeting a specific age demographic – can improve click through rates significantly. The more personalized, the better.
Plus, always remember to focus on your email’s end game. Think about what your marketing goal is – generating leads, offering a discount, etc. – and create a dedicated landing page to tie in with your promotional messaging. This increased interaction with the consumer can raise conversion rates up to 25%. Also, don’t forget to make your email and its corresponding landing page mobile-friendly. In this age of smart phones and tablets, 45% of marketing emails are opened on a mobile device. Make sure you’re reaching these customers.
If you need assistance in building an e-communications marketing strategy or giving your current efforts an upgrade, contact us.