At first glance, email marketing might sound a bit old-fashioned and out-of-date. Social media have opened a world of new opportunities for advertising and have been a hot topic for marketing experts over the last few years. So why would one still prefer email over other forms of online marketing?
The first and most important factor is mere quantity. To mention just some of the stats – while Facebook has 1.6 billion users, almost a billion more people use email. Furthermore, 91% of them use this channel daily, and for 58% of them, it’s the first thing they check online, compared to Facebook’s 57% and 11% respectively. Differences are radical when it comes to ROI as well, with email marketing being 4 times more successful than social media. The crucial reason for this is the fact that email is still the media most frequently used for transactions, as well as for doing business. A journey that starts by setting the list up and ends with collecting the money can be divided into three steps: developing the list, maintaining it and, last but definitely not least, converting.