When it comes to judging how well our marketing practices are doing, it’s smart to look at how well they convert into sales, opt-ins or any other actions, and base our decisions concerning future marketing based on these facts.
Email marketing has been a success at this over the years, but over the last few years, many would have you feel like it’s lost its usefulness, and has largely become forgotten insofar as popular marketing goes.
With all the focus on the latest and greatest social media platforms breaking records for users, you might be forgiven if you were under the impression that email marketing is dead.
Nothing could be further from the truth!
While definitely not as “new” and exciting as the latest social media darling might be, email continues to perform at what can only be termed as outstanding levels! A major new study by Custora shines a lot of light on exactly how profitable email is to smart marketers. Rather than in decline, customer acquisition using email has quadrupled in the last four years, and these customers were at least 10 times as valuable as those received from either Facebook or twitter. This is due in no small part to the fact that we’re a lot more used to seeing marketing arrive in email, while it’s still fairly new to social media. Over time the social media platforms may indeed prove useful in this regard. It’s just not happening yet, so you would be wise to allocate your marketing activities accordingly.
How to allot your marketing efforts
Since email still leads to an ROI greater than $40 for every $1 spent, while social media is still stuck well beneath $1, you’d be smart to use your assets accordingly. One excellent use of social media at this moment in time is to funnel prospects onto your email lists, by providing a taste of what your brand is all about, and saving the selling for email down the road. The bottom line here is to not buy into all the hype about email being a dead marketing channel. That would be an incredibly costly misstep!