Are you using Email Marketing in your social media campaign? Here are 5 important reasons why you should be using email to compliment your existing efforts.
1. Tracking Results
While it may be difficult to interpret data from Facebook or Twitter and translate that into real dollar amounts, it’s easier to track the results of an email campaign. Most safe mass emailing programs allow you to see who opened an email, and who clicked which links. The ability to measure results quickly allows you to adapt your next campaign and maximize your sales.
2. Email is Required
Pretty much everyone has an email address today, and we’re almost certain that every business does (at least those you’re marketing to). In 2013, the number of worldwide email accounts is predicted to grow to 3.6 billion. That’s a little over half the world’s population. Everything from job applications to your taxes have fields for an email address. Email is universal and in the modern world it has become a requirement.
When you’re creating a voice for your brand on social media outlets, it’s important that you keep that tone consistent across your email campaigns. If you keep email separate from your social campaigns, then you risk confusing your target audience and losing some of the hard-earned value you’ve already built for your brand.
4. Targeted Messages
Imagine you wanted to have a different message for different parts of your brand’s target audience. You can’t split your twitter followers in half and tweet different messages to each group, but you can certainly do that with email. As a direct marketing channel, email allows you to split your audience into lists and send targeted messages to various groups based on interests, locations, or any other criteria that might help you reach your niche.
5. Return on Investment
Despite social media’s exponential growth in the past few years, Marketing Sherpa reports that Email Marketing consistently outperforms Twitter and Facebook. If that’s not enough to convince you: every $1 dollar spent on email marketing in 2012 created about $40 in revenue.
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