Why Email Marketing is Better Than the Social Media Lottery

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Between email marketing and social media marketing, do you know where you should be spending most of your time and energy? Maybe your research has shown that your tribe pretty much hangs out on social media or maybe you’re really trying to straddle the fence and excel at both. So where are your energies better focused?

I have three great reasons why email marketing campaigns will blow social media out of the water… EVERY SINGLE TIME.

The Social Media Lottery

The biggest difference between email marketing and social media is that with email you can control your content 100%. With social media there’s no telling where your content might end up. Your posts will be thrown into the lottery of  strange algorithms, transient nature of social media, or subjected to a social network’s server crashing. On the other hand, the success of an email campaign is entirely dependent on the work that YOU put into your campaign.

In fact, did you know that email marketing has one of the highest ROI rates compared to every social media network out there? It’s true. While Google updates search algorithms to pull you off the front page and Facebook changes their ranking formula to reduce the number of views on your updates, your email campaign is still reaching every single subscriber no matter what. You’re the one in control.


Measure Your Success with Email Marketing

In order to track your success, most social media networks give you at least some form of analytics, such as click rates or “impressions” rates. But even still, it can be hard to truly know what is and isn’t working.

An email marketing platform such as Sendlane gives you far more than that. In addition to all the tools you need to create and manage an email campaign, you have the ability to understand how well your campaign is doing with in-depth analytics.

With social media, the best you can do is guess at what is working and follow the latest trends. (which we all know is often change by the hour, especially on fast-moving networks like Twitter and Instagram)

With email, you can spend a lot more time testing new methods or new messages. Ultimately this leads to a better understanding of your target market. The more information you have, the better your success will be in the future!


Case Study: Email Marketing ROI

We said earlier that email marketing has one of the highest ROI rates compared to all social media networks. A study by Monetate showed that while less than 1% percent of social media clicks result in buys or subscriptions, more than 4% of clicks from an email campaign result in buys or subscriptions.

That means if you have 1,000 followers on Facebook and 1,000 email subscribers, you’ll only capture 50 quality leads from Facebook. Your email marketing campaign on the other hand, will earn you around 400 quality leads. 

This result was proven again in an independent case study by Aaron Zakowski, as well as many others. This is a common conversion rate seen by many of the top proponents of email marketing.

Conversion rates aren’t the only return that emails offer on your investment. Another way that email campaigns trump social media is in traffic. The click-through rates of Twitter and Facebook are regularly reported to be around 1.5%; however, emails receive an average of around 5.2%. While click-throughs don’t always turn into conversions or engagement, they are certainty the first step.


Do Both, But Better

In the long run, both email and social media are important marketing tools that you should be utilizing. However; the data is very clear when it comes to which tool results in not only more traffic, but better traffic. It’s easy to see why we’d suggest putting more time and effort into your email campaign and not the social media lottery.

Sign up for your free 14 day trial of Sendlane today and start creating content that will not only stay with you forever, but allow you to have complete control over your own success!



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Dave Bender

Dave Bender

Director of Operations at Sendlane
Dave is Sendlane's Project Manager. Raised in sunny San Diego, he has worked in all aspects of Internet Marketing for the last 12 years. He has acquired a deep understanding and knowledge that covers SEO, PPC, Social Media, and Digital Marketing.
Dave Bender