Take a moment to think about your average day. If you’re like many other marketers, a good chunk of your time is probably spent on social media – writing status updates, creating ads, monitoring your mentions, replying to wall posts, etc.
Now, take a moment to think about the time you spend on email marketing – growing your list, crafting great email content, and looking at analytics on your list growth and engagement.
If you find you’re spending a majority of your time on social media, and little to no time on your email list, it could be a potentially tragic mistake that could be costing you sales. Here’s why.
Just the stats: users, open rates, and click through rates.
With Facebook boasting over 1 billion active users per month and Twitter boasting 255 million, we certainly couldn’t blame you for being persuaded to focus a large portion of your marketing efforts on social media.
But what you don’t see so frequently touted are the statistics on email usage. According to Radicati, the total number of worldwide email accounts was 3.9 billion in 2013, and projected to be 4.9 billion by 2017.
To put this in perspective for you, there are 3x more email accounts than there are Facebook & Twitter accounts combined.
From a marketing perspective though, it’s the statistics on reach and engagement that show the real story. Did you know that organic reach on Facebook (I.e. the number of your fans who actually see your posts in their Newsfeed) is only 6%?
On the contrary, open rates for email marketing messages are generally in the 20 – 30% range, meaning your message is 5x more likely to be seen through email than Facebook.
Similarly, click through rates from email are generally in the 3% range, while click-through rates on Tweets are generally in the 0.5% range. This means you are 6x more likely to get a click-through from email than you are from…...