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Email Marketing vs. Social Media : Which Produces Better Results? Email Marketing Vs. Social Media Who wins? The truth is that it is not one or the other, it is best to use both. People who use the internet as a sales channel often use social media to build a large list of subscribers; but to maximize sales they rely on email marketing.

As we have already said on more than one occasion, the strong point of social networks is to develop relationships, not to sell. In fact It is NOT easy to sell on Facebook or Twitter, because people don't go to Facebook to shop, they go to meet friends and chat for a while, in other words, they're going to be entertained, to hang out.

On the other hand, if you want to be successful with social networks, you should know that you are going to need to offer a lot of quality free material, they can be your own or third-party articles that you find interesting to share. And a very important detail, this content that you are going to share must answer the questions that your current and potential clients ask themselves.

In short, the content must be useful to them and related to your topic, although of course you can always publish a small percentage of content that is not directly related to your topic but useful to your audience.

Regarding emails, one of its strengths is that it allows you to personalize the relationship with readers, which makes them feel that the email is addressed exclusively to that person. Many people know perfectly well that this is not the case, that technology allows a certain “mass customization”, but even those who know it feel that this email speaks only to them. Either they don't know or they forget or they don't care, the important thing for you is that in their minds they feel that this email is absolutely personal.

This allows you to write texts that are very persuasive, making email marketing one of the most successful sales channels. Needless to say, there are many more email accounts than social network users. And if you don't believe it, think about the activities you've done lately, they ask for your email at the doctor's office, at the bank, at any public department, at the gym, at the supermarket, etc., etc.

In this way, the traffic coming from email marketing actions is qualified traffic, well segmented. In addition, many people check their email boxes several times a day (some even leave it open in another window like me), but not all of them use search engines on a daily basis.

Email marketing is still present in company plans thanks to its many advantages . Today we are going to compare it with the marketing in social media that in recent years has broken into the plans of companies with force... although not to replace sending emails as one might have thought during the initial euphoria.

It is true that social networks have their benefits, but if we compare the results of the possible actions to be taken in each one, email campaigns are still much more efficient: 40 times more effective than Facebook and Twitter combined , according to McKinsey data. & Company . In conversion, it seems that no one beats email. The reasons are varied but the use given to this channel is surely the key.

The activities of users on social networks are mainly related to their contacts, according to the annual IAB Study. Although they also follow brands and interact with them, in general the use is markedly social. On the other hand, someone who has left their contact information via a web form or the customer of an online store who receives the news and offers of the week has a greater predisposition to purchase . Communication is much more direct than in social settings.

Facebook, for example, allows you to select a specific user profile to see our updates and announcements. But the options are the same for all companies that use this social network. When we send a campaign by email, just the opposite happens: the data to determine who will receive the email is ours alone. They can be the basic ones as in social networks: interests, location, demographic profile... Although more interesting for conversion is your purchase history or the pages you have visited in our online store. It will depend on the detail of the database and the statistics that we can relate to this information. In this sense, The measurement of shipments and what happens afterwards on our website is essential to achieve good results.

Personalization is hard when it comes to social media. Despite the fact that it is a place of direct relationship with users, we know little about them. In email marketing, on the other hand, it is possible to address us by the name of the subscriber, send them a discount so that they visit our store closest to their location or even recommend a complementary product to the last one they bought.

Finally, it is a basic question of numbers. The potential audience for email marketing continues to grow . Something logical if we think that it is mandatory to have an email account to use any online service, including registration on social networks. The users of Facebook, Twitter or YouTube do not stop their increase either , but the reach decreases due to algorithms that vary from time to time. The mail has no such problems and, although it struggles with anti-spam filters, it is sent directly to the inboxes of all subscribers.

In short, and as we will see in future articles, email marketing wins in comparison with social networks . But that doesn't mean they can't be used together in a strategy to get more subscribers. Each one has its advantages but, if they work hand in hand, they are a good complement.

In short, email is something intimate., more than social networks, and very often contain sales messages. And precisely because of that intimacy created by email, social networks cannot compete in terms of the attention of current and potential customers, to the message.

Social networks are great for developing relationships with people, but if what you really need is attention, email is far superior.

But to use email marketing it is necessary to first have a list and that is where your blog or your social networks will help you.

And we go back to the beginning, we don't have to think about using one medium or another, we have to leverage both, intelligently exploit the potential of both channels to feed our business.
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