According to McKinsey & Co survey, email is a significantly more effective way to acquire customers than social media such as Facebook and Twitter – roughly 40 times that of Facebook and Twitter combined. This is because 91% of all US consumers still use email daily, and the rate at which emails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17% higher.
Emails Should Feel Personal
As the report’s authors point out, while email use may be declining, the volume of email continues to rise - 838 billion in the U.S. in 2013. Targeting the e-mail message to the right person has become a hot trend. So has the injunction to make an e-mail feel personal. Customised landing pages - which sends the user directly to the item or offer featured in the e-mail - can increase conversion rates by more than 25%.
Consequently, if you aim for acquiring customers then opening an email which leads to a customised and engaging home page is just the first step. Clicking an email that opens to a generic home page is not getting anyone anywhere. On the contrary, an optimised landing page is a necessity since 40% of all marketing emails are opened on a mobile device.
According to a previous Google study, a poor mobile web experience can negatively shape a consumer’s opinion of your brand or your company altogether. The study found that 61% of users were unlikely to return to a mobile site that they had trouble accessing from their phone, and 40% went to a competitor’s site.
The AW Pro Tools Research
Another study, the AW Pro tools research, revealed that one-third of the individuals surveyed across all incomes were influenced by digital marketing tools when purchasing online. Email (13.8 %) and Facebook (13.5 %) lead the way, far ahead of Twitter (1.9 percent). For online shoppers who earn more than $100,000, one-third were influenced by email, followed by YouTube (5.6 %). Both Facebook and Twitter returned nothing.
Jack Born, CEO of AW Pro Tools noted that “There’s no doubt that Facebook, YouTube, and even Twitter offer exciting advertising opportunities. But the winning strategy for entrepreneurs and Fortune 500 companies alike is to attract a base of raving fans that open, read, and click on the emails you send”.
He also went to say that “Don’t let the above data scare you. This doesn’t mean that social media marketing is a bust. Platforms like Facebook, Twitter, and Pinterest have all proven valuable to marketers. Each service has its own strengths, and depending on your target audience and success metrics, it’s likely that you favor one or two over the others for specific types of campaigns”.
Last but not least, both email and social media strategies have their own advantages and limitations. It is ideal to first experiment with different solutions so as to best determine the right method for your business. Whichever avenue you choose, it is vital to have a well-defined strategy by knowing who your target audience is and where they spend their time online.
Image Source: LeadFormix