The last word in regards to our marketing efforts is how well they convert, that is, actually get us the decisions we desire, whether that is opt-ins to a mailing list, direct sales, click or other responses. Throughout the years, email marketing has been a standard regarding this, supplying new customers and sales. Lately as the interest has moved to the far more fascinating and sexy world of social media marketing, email has sometimes ended up being the unloved stepchild, and essentially forgotten, at least so far as popular marketing methods go.
Nothing could be more wrong!
While unquestionably not as “new” and exciting as the latest social media darling may be, email continues to perform at what can only be deemed outstanding levels! A major new study by Custora shines a lot of light on just how rewarding email can still be in the hands of smart marketers. Rather than in decline, customer acquisition using email has quadrupled during the last four years, and that these new customers were at least 10 times as valuable as those originating from either Facebook or twitter. This is due in no small part to the fact that we’re much more used to seeing marketing show up 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 at this point, so you would be wise to allocate your marketing activities accordingly.
How to allocate your marketing efforts
Since email still leads to an ROI greater than $40 for every $1 spent, while social media continues to be stuck well beneath $1, you’d be smart to use your assets accordingly. One terrific 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 in the future. The bottom line here is to not subscribe to all the hype about email being a dead marketing channel. That could be an incredibly costly mistake!