First thing every morning: spend a few minutes scrolling through email. Delete most, skim some, actually read a few. In rare cases, click on links. Repeat several times throughout the day. This may occur before or after checking social channels for new posts.
As Facebook and other social media continue to grow and evolve, email marketing may, for some, become an afterthought. We’ve had email since the 90s (80s for some), but you probably only began to embrace social during the past decade.
I would never devalue the importance of growing your community on Facebook and other social channels, but email continues to provide an effective, efficient and inexpensive way to reach your target. Social campaigns you judge successful can be enhanced with email backup.
Yes, it’s generally a small minority of email recipients who open marketing emails. Similarly, your less-engaging Facebook posts may only be seen a tiny portion of followers. And, whereas many of your partisans who choose to receive your emails may also be Facebook fans, you can’t presume that most are.
The engagement level you note on social posts can inform your content choices for your email. If you get tons of shares, likes and comments for a photo of, say, your Pumpkin Spice Bacon Peanut Butter Soft Taco, it’s safe to presume the folks on your email list might respond warmly as well.
In mass media advertising, many successful TV campaigns are supported with radio, print and online ads. Since TV is the most effective mass advertising medium, ads on other media are likely to get less attention. Social campaigns generate tons of buzz nowadays and email is old hat. (The movie You’ve Got Mail came out 16 years ago!) But in 2014, email still deserves your attention for all it can do.