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E-Mail Marketing VS Social Media Marketing

Written By Ahmed El Dabaja 

Social media is our home. And it’s difficult to hear anything against it. You’re probably even wondering that what the point of a comparison is when we all know the answer – social media, of course!

But, while we hate to break your bubble, this is not the truth. E-mail marketing still has the power to crush social media marketing. Here are some reasons why:

1)    Simple Numbers

According to some basic facts, the email accounts are almost three times more than the accounts on Facebook and Twitter, combined! That’s almost 3 billion accounts! In fact, Facebook and Twitter only make up of 0.2% of the emails sent every day.  If for example, we enumerate the number of emails sent out every day to be a full cup of rice, Facebook posts only make up to be 10 grains while twitter is only 4 grains of the whole bowl! (Spam not included).

2)    Email is the most personal medium

Many think that Facebook is one the most personal mediums out there, but when you look at the stats, it’s quite the contrary. Since a lot of people do not use Facebook, especially if you want to target some older audiences, Facebook loses its approach to the vast majority of the population. In fact, many businesses use emails for a more professional form of contact. This makes email one the best marketing medium as well.

3)    Emails are the most “business-y” medium

Even though some businesses use social media platforms like Facebook for communication purposes, when it comes to building up business-related relationships and communicating with your clients and partners, emails are thought of as the most “grown-up” and “serious” form of communication there is. So basically, with email marketing you can target all your potential customers in a very professional way, focusing all your resources and energy on that one platform - while on the other hand if you want to use social media, you have to divide your focus on multiple platforms in order to expand your reach, which makes quality suffer.

4)    Email is a transactional medium

People already expect offers and promotions through emails. When they open up their inbox, they are already primed and might even trust the email promotions much more than trying out an offer on a new and unexpected platform. Taking Facebook, for example, you don’t expect any offers in your inbox and if you do get them, you will become immediately annoyed and delete or ignore the message.

5)    Email gets more attention per customer as compared to other mediums

Email is a much more “invasive” form and you will definitely be more likely to read something lying in your private inbox as compared to a post someone made. In fact, chances are that your post doesn’t even show up on their homepage. You have a much higher chance of missing out on reaching your potential clients as compared to using email marketing.

Contrary to your thoughts, Email has won the marketing competition while social media lost significantly.

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When a visitor first lands on your page, they’re already providing insightful data about themselves. Consider factors like user identity, behavior, time of visit, referral source, location, device platform and more to personalize their experience to be more relevant.

Use these personalization tips to create a unique visit our CRO Blog

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Study Case Chapter 19 – Quirk Education

1. Why can an image make such a difference to someone’s online experience?

There is a saying; “an image says more than a thousand words.”  Everyone can interpret an image differently and there are 1000+ ways of how to interpret, one.  Photoshop is one of the biggest and popular thing concerning images, this give people either wat a good or bad online experience. An image is easier for the brain then read a full text, people most of the time don’t have the time or the need to read a text. If you put everything in an ‘nice’ image, you will get a lot of interest.

2. Why was testing important in this case?

With split testing, you can see what the majority likes to see and in this case, what will motivate into more discussion and conversions on the website of Quirk Education. The website has different customer segmentation, so Quirk Education decided to apply different images for each segmentation.

3. Discuss why the one image led to more conversions than the other.

Like I mentioned in question 1, a photo may be interpreted differently or because it is photo shopped and a lot of people see the image in a different light. Also, to achieve awareness to a certain customer segmentation, you need to know what kind of picture they like to see.

The reason why the image with the girl led to conversions because it was next to a description about the company and how it started. Potential customer can see the girl in on the image as a customer of the company, but not as an employee. To put their logo or a photo of the creators themselves would have been better, as it also would fit with the description.

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Study Case Chapter 18 - Motoreasy

What is a conversion funnel? A conversion funnel is a: Defined path that visitors should take to reach the final objective.

Describe what was done here to ensure that more site visitors did what Motoreasy wanted them to do. Motoeasy looked at the drop-off rate at each stage and used the conversion funnel to identify problems. There were two parts on the website where people would get frustrated and nog quit their transaction before finishing it. One was part was about a filling a quote and the second part about credit card information. Both part we changed.

3. How did language play a role in this case study?

What if your large customer base speaks a different language? To be able to change the language on the website, more people feel happy and free to use your website. And because Motoreasy uses quotes there are definitely, some bilingual speakers which rather have a quote in a different language, therefor language is very important. Especially with their strict legal guidelines, which I sure, applies to everyone.

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Study Case Chapter 16 -  Zando

1. Which elements of Zando’s email marketing constitute best practice?

Zando’s E-mail element turned out to be an ‘Unique forwarders’, because a lot of subscribers sent the e-mail forward to their friend or family. By including a friend, or someone close, then mail somewhat becomes personal and people keep an eye to it

2. What role did the database play in this example? Why was it so important? By having a lot of data’s, you can find out what people like and don’t and change your marketing strategy on their buying behavior. Also with new data’s you can encourage new potential customers to buy your product or use your service and therefor gain new customers.

3. Explain how viral sharing played a role in the success of this campaign.

The campaign become a success because of ‘viral sharing’. By sharing a certain information, more people get aware about that information, and if it’s something beneficial and good it will go fast. Especially when there is a deadline attached to it. The original E-mail had a response rate of 0,1% and by sharing 29% people opens the E-mail. Together we stay strong!!.

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Case Study Chapter 8 - Fuji Xerox

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1. What type of CRM solution did Fuji Xerox implement? “By implementing an integrated CRM system, namely the Sage CRM solution” It created a centralized repository for information.

2. Which pitfalls and problems did the new CRM system solve? 

“The system offered contact and customer management functionality as well as sales force automation, and placed the focus on the customer and their needs.”

3. What other potential improvements could the CRM system make in the long term?

The CRM systems allows the organisations to choose the exact sales process journey followed by information inputted as: 

- The industry 

- How long the sales cycle is 

- The qualifying criteria for a sale 

- The nature of the sales and how big they are 

- How many team members are involved in the process 

- What experience they have in their field 

- How much managers need to be involved - How much managers need to be involved 

This way you can find the right sale in each information given, even if you forget to fill in for one subject you can still find information in a different subject. A human error will be solved faster..

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Phrase Out A Sound Marketing objectives to Revive Your Business

Marketing objectives are nothing but the marketing activities of a particular business. There are various factors that play an important role to establish an effective marketing strategy. However, before establishing any objectives you need to be very sure about what you want and what your strategies are. The most popular approach is the concept named SMART approach. The SMART strategy can manage your business with an effective manner. Get More Info about Marketing objectives.

This approach is the culmination of various strategies. Almost all the companies around the world follow these Marketing objectives. These are:

Specific –Your objective of the business should be specific like the goal of your business.

Measurable –If you are able to quantify your desired outcome then it will very easy for you to reach your goal.

Achievable –Before setting up your goals, you need to be very must understand about the fact that it is achievable or not.

Realistic –You also need to be careful about the employee strength and need to frame a realistic approach about your final outcome.

Time –You also need to frame a specific timing before phasing out any plan.

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The discussion of today what are objectives? Here is beter view of what is it and how to make one. Save it, just in case! ;)

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Questions Email Marketing

1.     What is meant by ‘mass customization’, and why is this so beneficial?

Basically mass customisation is tailoring content to the masses, giving it some sort of personal touch while still speaking to a large demographic. The benefit of this, is that, even with the smallest measure, customisation leads to improved CRM and increases potential revenue, while still being able to be mass produced, i.e. emails that have a customers’ name, or that is targeted by the kind of pet one owns, or nike, that mass produces a shoe, but gives customers the option to give it the final edit colour and print wise, creating unique products for mass produce prices and effort.

2.     What are the key differences between direct marketing by email and direct marketing by post?

It is faster; email is instant, post takes a while. Furthermore, emails are way easier to track, allowing opportunities to improve effectiveness and low cost base and relative ease in changing an email means there is room for experimentation in layout and content, whereas the paper version is expensive; it needs to be printed; and is permanent after printing.

3.     Why is it important for permission to be gained before marketing by email to a prospect?

In this day and age, the amount of emails received are infinite. If permission has not been acquired from a prospect, the email might be seen as unwanted spam, potentially losing not only the opportunity to establish a relationship with a customer through that email, but with any future email as well, as these will probably be associated with spam as well.

 4.     Emails that are expected and recognised are more likely to be read. How can a marketer use this knowledge to increase the readership of emails?

Give the customer the option to choose what type of emails a customer would like to receive, when they sign up with your company. Someone on a low budget might not be interested in new products, but sales and discount might interest them. similarly, shareholders might be more interested in the well-being of a company, therefore a periodical newsletter might be more to their liking.

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What ethical problems do you think customers might raise with regards to behavioural tracking?

The ethical problems come when we talk about privacy. The problem is that people is not aware of how much information and data is being took everyday from their social media, and online behavior in general. People sometimes feel observed, followed online and without privacy. 

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Why do customers respond so positively to personalised communication?

Because they feel valuable and understood. These feelings are very important for the customers when considering buying a product. 

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How do you think CRM changed or evolved as social media rose to popularity?

CRM is now faster, more efficient and more interactive with social media. Customers are more involved in the brand. CRM will be more and more important in social media in order to keep a long- term relationship with customers. 

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What is the difference between a goal and a KPIs?

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What would you learn from a single-page heat map?

With a single-page heat map you can exactly know where users click on a web page, regardless of whether they are clicking on links or not.

A heat map produces information that helps you to know which areas of a website are clickable, but attract few or no clicks, and which areas are not clickable but have users attempting to click there. This can show you what visual clues on your web page influence where your visitors click, and this can be used to optimise the click path of your visitors.

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Why is it so important to use data to inform business decisions?

Before it was possible to understand the consumer responses but it was difficult to know what exactly is happening, and why. Nowadays with the digital age, you can find the information of everyone and everywhere. Every action taken online is recorded, therefore,there is a lot of information that help marketers to understand when, where, how and even why people react to their marketing campaigns. For this reason marketers have the responsibility to make data-driven decisions. Assumptions and gut feel are not enourgh – you need to back these up with solid facts and clear results. This information will help the company to improve its performance and have better competitive advantage over other companies.

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How did language play a role in this case study?

An inspection of the forms revealed that the language was quite formal, and this fact made that the visitors were lost at each point.

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To ensure that more site visitors did what Motoreasy wanted them to do:

- Change to a less formal language.

- Reinforce benefits of the product.

- Marketing messages.

- Company’s phone number showed clearly. 

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What is a conversion funnel?

A conversion funnel is the journey a consumer takes navigating an e-commerce website and finally converting to a sale.