Constant Changes to what gets into the Facebook’s newsfeed decrease organic reach. It’s clear that engaging your hard-won fans will become increasingly difficult.
In this post I will cover the how and why email lists will work better for your marketing than social channels. It’s time to reallocate some of you funds to your content marketing and list building. Start integrating social media to boost your email marketing.In the case of social media sites it’s not totally clear how much sales is acceptable. One piece of social media content (a wall post, tweet, image, etc.) is usually about one thing. It’s a sales message or something else. If a person gets too many sales messages in a row they might want to opt out.
An analysis published by Marshall Manson from Social@Ogilvy found that organic reach brands get for their posts on Facebook has crashed. Without putting money behind the posts’ engagement has dropped almost 50% in the last 6 months. They conclude that:
One of the most valuable habits you can have is writing every day!To help you get started we have created a 30 day long email program that will keep you on track. Every day for the next 30 days we will send you a writing prompt. As this is a social media and content marketing site we’ll send you prompts about these topics. But occasionally we add some free writing and other stuff, too.
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. –- Marshall Manson, Social@OgilvyThis does not mean that all social channels are tanking. But it should make you cautious about where to invest your marketing dollars. First step would be to start moving social media followers to your newsletter. Rethinking your email marketing strategy will give you better control over your marketing assets. Email is a more effective sales and communications channel than social networking sites. Even if you are very active in managing your Facebook page or Twitter the potential return is much lower than using opt-in email lists. Social media channels are great for outreach. Next step would be to bring the people you reach there to your email list. Email is the first step towards building a customer relationship database. It will help you nurture the leads, get the sale and create repeat business. Here are 20 tips to help you grow your newsletter. Email is at least 4 times more effective in reaching your audience than Facebook
- Email 20% open rate
- Facebook 5% talking about this
- 20,000 fans 1,000 > talking about this
- 5,000 emails 1,000 opened and 300 to 400 clicks to your site
Move from social media to email list to get more leads and conversionsEmail is like a phone book of your friends, but social media is more like a casual acquaintance. Mailing lists give you more control over your communications. However this does not mean you should stop using social channels. Use social media as a constant source of new subscribers to your opt-in mailing list.
In 2016 every dollar spent on email is projected to bring in $35.02 –US Direct Marketing Association
1. You get more attentionEmail gets more attention than a post on Facebook or tweet on Twitter. With recent changes by Facebook the people who actually see your posts in their newsfeed has dropped dramatically. Now you have to use promoted posts to have any meaningful reach. In the case of email it’s a bit different. Even if it doesn’t seem so people have less mail than there are tweets and status updates in their newsfeed. So if you have managed to get them to sign up for your mailing list you have less competing messages. The other aspect of email is that people have to do something with the email, even if that is just clicking delete.
2. Control who sees whatYou have full control over the content and design of your email. Email tends to be technically more versatile. You can put more information in the email without making the user experience too painful. In the case of social media sites you are stuck with the limited capabilities of the platform you are using.
3. Personalize for better resultsEmail is more personal than a message from the brand page on Facebook or tweet on Twitter. You can personalize messages in email a lot more easily than on social media channels. In social media personal customization may lead to one on one communication that will not scale. (Unless you hire an army of monkeys). When I see a post from a brand in my Facebook newsfeed I feel that I am watching a broadcast. If you put in some effort you can make the emails feel personal. But in the case of Facebook’s wall posts you simply can’t. You either talk to one person or you address everybody in more general terms. This is why it people feel that when they get email it is meant for them.
4. Segment messages to increase conversionRight after personalization comes segmenting. Email is better at that! You can slice and dice your mailing list any way you want. You have more information about subscriber’s earlier actions. Information about what emails they open and what links they click enables you to use that behavior to automatically segment subscribers. Using Facebook will give you some control in form of demographic targeting but it’s hard to track that to the individual level. In the case of Twitter you are flying blind. Here is an useful integration option. Match the people from the social networks to the entries in your mailing list. Then you may able to add demographic information from Facebook to email database and take a step closer to the social CRM. I will show you how to do this in the following chapters.
5. Test what worksA/B and multivariate testing is one of the most important tools in any marketers arsenal. Mailing lists are an exceptional channel to use for testing. Email excels at the possibilities of testing content variations, segmentation, personalization, etc. From subjects to CTAs (call to action) and copy length versus image use, email is really flexible. Email gives you another segmenting option not available in social media channels. Targeting recipients based on their earlier interactions:
- Did they open the email?
- Did they click any links?
- What specific link did they click?
6. Legal questions are simplerThere are a lot of restrictions on the content that you can use on social networking sites. Guns, porn, gambling, prescription drugs, etc. In most cases you are banned from social networking sites if you deal in any of those areas. In the case of social networks you have three masters to consider:
- First, there are rules set by the social media site that may get you banned even if you think you are acting within the rules.
- Second, as the content on the social sites is usually publicly accessible to many more people than the intended audience then the law might prevent you to post certain information. A good example of this is prescription drugs.
- And finally, what would others think argument? If you run a site with questionable content and operate within the rules of the social site and the law of the country, you still have to deal with the opinions of the wider audience and your client base might not want to be associated with your business in any public way.
7. Familiar channel will work in your favorThe best part?
People are familiar with commercial email. Getting an email that contains business information and special offers is something that happens all the time and people are accustomed to this. In email you can include one part of commercial offers and add some useful content to that. This will make your communication less about hard selling and more about delivering value.
8. Email is still most used channelEmail is still the most used electronic media. Most people check it first thing in the morning and take a glance before they go to bed.
71% consumers favor email as their first online “check” of the day. –ExactTarget