Such has been the boom in social networks in recent years that surely more than one person thought that it would overtake Email Marketing as the star technique for making commercial communications within companies .
However, nothing is further from reality than thinking that this could be the case, since the (extremely constant) changes in algorithms and new advertising regulations (such as, for example, those that require Instagrammers to indicate when the advertising they are doing is paid collaboration), as well as the higher cost of advertising on the networks (compared to Email Marketing) means that, definitely, Email Marketing remains the (par excellence) most economical and powerful communication tool , although it can coexist with others.
In our article today we want to share with you some advantages of Email Marketing, as well as other advantages of social networks, so that we understand why we should make both tools coexist under the same strategy.
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Email Marketing and Social Media: Combining Both Tools?
Email Marketing vs. Social Media
Social Media Vs. Email Marketing
The key: joint Email Marketing and Social Media strategies
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Email Marketing and Social Media: Combining Both Tools?
Email Marketing vs. Social Media
First of all, we can say that one of the big differences founder email lists between implementing advertising through social networks and Email Marketing is that, in the first, there is a third party that can indirectly limit and modify the metrics of our campaigns ; and it will be the social network itself. For example, let's imagine (as strange as it may seem) that Instagram goes down for a few hours (yes, just like what sometimes happens with WhatsApp) and, during that time, the network does not work. Or that Mark Zuckerberg suddenly wakes up on the wrong side of the bed one day and decides (as apocalyptic as it may seem) to close Facebook. Well, in that case, our brands - if we are making them known through social networks - will be affected by a third party when it comes to generating greater advertising impacts.
However, when we implement Email Marketing, the conversation is directly between the user and the brand, and the latter will not be in a situation of weakness in the face of the effects of scenes like the ones above. Although it is true that, in some way, Email Marketing also depends slightly on a third party (private companies and hostings), the probability of something "apocalyptic" happening is much lower.
Another advantage of Email Marketing over social media is the direct response ; guiding the consumer to do what the brand wants them to do at any given moment, through a communication push. And, making it so easy for them, that with just one click they can complete the purchase process. In social media, until now, there is always a step between the display of the advertisement (or third-party publication), and the click that completes the purchase.
In terms of metrics, we can also confirm that - as demonstrated by the results - emails continue to be more relevant to the digital world, generating the highest ROI among all the commercial tools available in Email Marketing.
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However, we must also affirm that social networks are a basic and necessary element for companies, and regardless of the greater or lesser advantages they have in relation to other techniques, it is a tool that they must incorporate into their strategies.
Social Media Vs. Email Marketing
For example, although email marketing has many advantages, it is also true that social networks allow, for example, to reach a large number of recipients in an individualized way and achieve a wide diffusion and reach of content -brand awareness- (in the same way as email marketing does, but unlike this technique, there is not such a marked distortion in the way it is used that it ends up approaching the practice of SPAM). On the other hand, social networks also present a more immediate interaction and greater feedback from consumers, as well as greater network and engagement compared to email marketing; which, although the latter can also achieve this, will generate it slightly more slowly.
The key: joint Email Marketing and Social Media strategies
The key is actually to use email marketing and social media together, creating a strategy that encompasses both tools, and discarding the claims of many that email marketing is dead and that social media is the panacea for any company's success. As the well-known saying goes, neither one thing nor the other . In reality, the confrontation between both techniques does not exist, since both digital communication systems can coexist without problem .
With actions that merge both tools, such as - for example, as a simple but necessary idea - including social media emoticons as well as their icons in our email messages, we will ensure that both strategies go hand in hand, achieving a complete and profitable marketing strategy .
