Email marketing remains unbeatable against social networks

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They said that its days were numbered... nothing could be further from the truth. Email continues to be a force to be reckoned with, proving its effectiveness day after day, and it seems that it has a long way to go. Even though we are in the 2.0 era and social networks are a necessity in the online marketing strategy of companies, when it comes to achieving sales, emailing is the clear winner.

There are some things that not only never go out of fashion, but that actually improve over time, like good wine. Email marketing has been a faithful heir to traditional direct mail, which has known how to adapt to new times, to new consumer behavior, and reinvent itself. Email marketing is not that impersonal message that saturated your inbox, whose subject didn't offer you anything new, and whose offer you never really believed. Now it's about a personalized delivery, focused on your interests, offering you a discount on what you're thinking of buying, and which ends up making you decide.

The latest study by Custora recognises this merit. According to the study, based on data obtained over the last 4 years on the behaviour of 72 million customers, who made purchases in 86 different stores, retailers have managed to reach 7% of customers through e-mail marketing. Its great achievement is that in this period it has quadrupled its growth rate. Its effectiveness in converting leads into customers has only been surpassed by organic search and CPC, both, in this case, owned by the Google factory.

Facebook, for its part, has maintained its pace, without showing any major ups and downs, while Twitter's effectiveness in attracting customers appears to be zero.

The study indicates that purchases by customers who came to 7,000 approved names in denmark list retailers from search engines were 50% higher than average; these customers bought more and spent more. On the other hand, purchases made by consumers attracted through email marketing were 11% higher than average, while those from Facebook were around the same average and the amount of purchases generated through Twitter was 23% lower.

These figures do not do much for social media as a strategy to attract customers, especially if we consider the suitability of carrying out advertising campaigns on these platforms. However, the influence of social media is evident in another area. As we saw this week, the Vision Critical study shows how social media influences purchasing decisions, both online and offline. Approximately 4 out of 10 users indicated that they had purchased a product after having shared it or interacted with it through social media.

What is certain is that this is not an instant phenomenon or reaction. Normally, half of these purchases are made a week after the 2.0 action has taken place. In any case, the effectiveness of e-mailing in attracting customers and achieving sales is more than confirmed. The strategy on social networks should not focus on selling, but on fostering engagement and trust with the company.