As a publisher, there is no question of the potential that social media holds for lead generation. But with any good marketing strategy, it’s important to find the balance between focusing on each single component of the plan and stepping back to look at the big picture. Recently, we’ve been talking a lot about social media, so today, let’s take that step back and get a little perspective, through the lens of email marketing.
Social media is the shiny, new tool of the marketing world. It’s in the spotlight. People are intrigued by it, motivated to experiment with it and of course enamored with its potential—all with good reason. Yet, the effect of the spotlight means also that other more proven tools are in the shade, and at risk of rusting. Email marketing is arguably one of those tools in the shade, but despite the lack of attention it receives right now, many would agree, you shouldn’t let it get rusty.
In fact, there are a lot of people who warn against the propensity to focus marketing resources more on social media than email marketing.
To start with, a recent report from iContact finds that “83 percent of small and medium-size businesses say email is important or critically important to their overall marketing strategy. The report also notes that businesses are spending more of their marketing budgets on email than on any other tactic.”
There are a lot of reasons why people believe email is so important and effective, here are a few of the most compelling:
Not convinced? Check out two nifty infographics, for more specifics:
Intelligent email Marketing that Drives Conversions illustrates a study that shows email outperforming both search and social media for average add to shopping cart rates and average conversions per session.
Email vs. Social Media Marketing includes some important recent numbers:
3 Starter Tips for Email Marketing
Now that we’ve taken a step back, hopefully, you can utilize this perspective and these tips to move forward.