According to McKinsey, email is 40 times more powerful than social media for driving business. See an article in Memeburn below.
Here is a quote from the article:
“The Wall Street Journal reports that brands “don’t really” have a social relationship with their customers as Facebook and Twitter posts only reach about 2% of their fans and followers; and less than 0.1% of fans and followers even interact with these brand posts.”
If you have 1,000 likes on your page, you will only reach 20 of them with a post. And just one lonely person will interact with it. Only one person out of 1,000. And, here’s the kicker: that interaction is often negative because social media in the corporate space is widely used for complaining and moaning.
Also, let’s not forget that with social media, you do not own your data outright. Why spend so much money for data that you don’t directly own or control? With your email database, you own and control all customer data, the way it should be.
Now, please re-read that first line: brands don’t really have a social relationship with their customers. Gartner Research also confirms that social media has reached a phase that they call the “trough of disillusionment.”
Social media, when used properly, can enrich your communication. However, your email database should be the core foundation that you work from – and the communication with that database needs to contain good quality content. Let social media serve your database, not the other way round.
