New channels come and go
Just when we think we’ve got all the social media platforms we need, a new one comes along. It does the same thing, but a bit differently. So brands react fast, jump on the bandwagon to follow their audiences and pick up new members along the way. But email is still around, growing, and is here to stay.
It takes a lot of work to stay on top of Facebook, Twitter, Instagram, WhatsApp, YouTube, Snapchat, and now TikTok. Especially after moving on from MySpace, Google+, Vine, Bebo.
Each channel has its own benefits, engaging with a slightly different audience. And every other brand is fighting for your audience’s attention. So cutting though isn’t easy. More work is needed to keep things fresh and new, to draw people towards the brand.
The new social media platforms are the cool kids on the block. But they’ll never out do a good old fashion email.
Email is tried, tested and approved
Email will be around forever. It’s here to stay and here’s why:
- First, and most importantly, is trust
When someone to give you their email address, it shows they trust in you and you offering. Through that trust, it’s easy to sell a product or service, so long as that trust isn’t abused. Trying to acquire new customers through social media channels is not easy. But a well planned and segmented acquisition email campaign, always has a better ROI.
- Email is an owned channel
Your customers give you permission to send them relevant information and offers (so you make sure you do that).
- No other distractions
You get someone’s attention for as long as the email is open, and your customer is captivated by what’s on offer.
- No 15 seconds of fame
With most “stories”, on social platforms, lasting 15 seconds before moving onto the next, you’ve a lot more to do to hook a customer.
- Give your customers what they want
You have control of your email list, good segmentation and personalisation of content. So you’ll give people more of what they want.
- You own your email list
If your ESP disappears for any reason, you’ll still have your list. The same can’t be said if your social media provider disappears (remember MySpace and Google+?). Plus social media companies can delete your account at any time. No matter who you are, or, how many followers you have.
- No pay-to-play or social media algorithms
You used to be able to grow followers organically using social media but not any more. Now you have to pay. And algorithms are often tweaked causing what worked last month not to work this month
- More likely to buy more
A well segmented mailing list means you’re more likely to find customers buy more from you.
- Email lets you help your customers more
Permissions gained mean you can see first-hand what matters to each customer and honour that wish. Paid channels don’t want you do know that.
Email might not be the cool kid but it will be around forever as it gets the result