EMAIL! VS SOCIAL MEDIA MARKETING
An EPIC showdown between two of the most widely used digital marketing platforms.
Which one deserves your marketing dollars?
Round 1: Benefits
Email is the favoured communication tool for individuals and businesses. But savvy businesses are embracing the power of social networks to boost visibility, page ranking, and customer engagement.
Here's a look at how these two marketing regimes stack up:
Creating and maintaining a mailing list is easy
Low cost Cheaper than other forms of direct marketing
Campaigns are easy to track and ROI is measurable
Potentially gathers a huge amount of fans, followers, or "likes"
Creates opportunities to network and engage with a broad audience
Little or no cost One of the cheapest forms of marketing available
Campaigns are measurable through a number of free tools
Lets businesses "push" the message rather than "pull"
Helps generate repeat business
Opt-in features make email a form of consensual marketing
Captures immediate interaction and feedback from customers
Generates brand awareness
Helps improve search engine ranking
They've battled it out, benefit to benefit and... Round 1 is a draw!
Round 2: Growth
Email has been the go-to digital marketing tool for the past decade but social media is catching up... fast!
Email marketing spend increased by 60% in 2012
That's because email marketing delivered 4000% ROI in 2012
Email's share of digital marketing budget 17.4% in 2011
BUT social media marketing boasts even more stellar numbers
Social media marketing budget projected to reach $4.7bn in 2012
Small to medium-sized businesses projected to increase their social media budgets by
Business plans that include an increased marketing spend 70%
Email marketing still rules, but social media is exploding! Round 2 goes to Social Media!
Round 3: Usage
There is a lot of hype surrounding social media, But what is actually the #1 online activity?
4. Get news 75%
1. Send or read email 94%
Email is the MOST POPULAR online activity
3. Check the weather 81%
2. Use a search engine 83%
5. Have fun or pass the time 72%
9. Do online banking 58%
Search for info about someone you know 69%
Buy a product 66%
It's no surprise who takes this round... Round 3 goes to Email Marketing
8. Use social networking site (e.g. Facebook)
Only 61% of Internet users access social media
The hype would have you believe users rely on social media to download information. But what about access to commercial information?
75% of all online adults say email is their preferred marketing method
Media usage per age group (commercial use)
Of the total time spent using email, % devoted to commercial email:
When it comes to commercial communication, email is king
Round 4 goes to Email Marketing
Round 5: Features
We looked through all the features that marketers need to run an effective and successful campaign and compared email marketing to social media.
- Create lists
- Import contacts
- Create groups
- Track opt-ins
- Track opt-outs
Create lists Create groups
Segment contacts by demographics, company, age, income, title, language, geography, etc.
Segment contacts by specific groups, language, and geography only.
Triggered emails automatically sent out. Automatic communication!
There is no automated way to engage your customers.
Tweet newsletters, share promotions on Facebook, even Digg blog updates right from email.
Any content can be shared quickly and with one click; the potential reach is global.
• HTML templates
• Photoshop templates
• No character limits to your message
• Instantly share photos, videos or even links
• You are limited in format, words, and maybe even characters
• Click-through rates
• Open rates
• Bounce rates
Reporting & analytics
• Tweets & retweets
• And more...
No analysis of customer behaviour or traffic
check personal email. Email is the #1 activity on mobile devices!
of tweets come from mobile devices
of mobile users access social media
Social media threw some solid jabs but it's no contest...
Round 5 goes to Email Marketing!
Email social media marketing
Social media does deserve the hype. But when it comes to results and effectiveness, email marketing comes out on top... K0!
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• Apogee Results (2012). "White Paper: 2012 Online Marketing Trends"
• Dan Freeman, President, Marketing Growth Strategies (2011). "Email Marketing: An Industry Overview"
• Borrell Associates (2012). "Main Street Goes Social: SMBs Give a Big Thumbs-Up to Social Media"
• Marketing Profs (2011). "Social Media Ad Spend to Reach $8.3 Billion by 2015"
• Awareness, Inc. (2011). "The State of Social Media Marketing: Top Areas for Social Marketing Investment and Biggest Social Marketing Challenges in 2012"
• Merkle (2011). "View from the Digital Inbox 2011. Digital Marketing Insights from the Annual Consumer Attitudes and Usage Study"