A McKinsey study shows that email is 40 times more efficient than social media for attracting customers.
Do you find that surprising?
Yet the numbers are clear:
When you post on Facebook, it’s only visible to 6% of your fans and read by less than 1%. While a promotional email is visible by more than 95% of recipients and will be read by 24% of them.
In Canada, 93% of Canadian adults subscribe to company email marketing. 44% of Canadian consumers admit to shopping following a promotional email. This is 2 to 5 times more than those made a purchase following a Facebook post.
If you want to reach all, or a segment of, your customers in the next 5 minutes with a personalized message, email marketing is the most reliable way to do it.
Unlike publications on social networks, you have complete control over the delivery of your message.
SMS campaigns are also a quick way to deliver a message, but sending SMS can be very expensive.
Instantaneousity is without context a benefit of email marketing.
Many companies send their email marketing campaigns from a “[email protected]” address.
Bad idea: you do not encourage your customers to contact you.
This is understandable if you have millions of subscribers.
By cons, for a base with few subscribers, email marketing is also a way for your customers to get in touch with you.
So, let your customers answer you to gather their comments, their questions… Thus, you initiate a discussion which can then lead to a sale.