Yes, it’s true. Contrary to what social media sites would like you to believe, email is still more effective than social media for promotion that leads to sales. Data collected across industries confirm this.
A survey conducted by Custora, a predictive analytics firm, revealed that only a tiny percentage of customers connect and purchase via Facebook. Twitter is found to be an even weaker way to draw customers, and customers who come to businesses via email tend to shop more and spend more.
“E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. That’s because 91 percent of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.” —McKinsey & Company
On top of that, “Facebook is being more blunt about the fact that marketers are going to have to pay for reach.” It’s likely you will see the reach of your posts continue to drop off unless you pay to promote them.
If you are building lists of followers on social media, but not building your own mailing list and mailing to your audience, you’re missing out.
Does that mean you should disengage from social media? Far from it! But use it as one method to engage your audience, drive traffic to your website, and build your mailing list, not as your primary—or only—promotional vehicle.
Not sure how to build a mailing list and use email marketing effectively? I can help.