Many marketers believe that social media and SMS (text messaging) have replaced email. But email marketing reaches people in ways that other marketing efforts can’t because:
- Email marketing is more personal. You can segment your email subscribers based on demographics, past shopping behavior, and specified preferences. You can give email messages a personal touch (using the recipient’s name or sending them a birthday discount) that just isn’t possible with Facebook or Twitter.
- Email marketing assumes a greater level of commitment and trust. People tend to guard their email addresses closely. They only give them out to people and companies they really want to hear from. And that means you have a greater opportunity to earn loyalty by providing valuable content.
- Email marketing is a sure thing. You can be pretty sure your marketing message will reach the intended recipient. True, they may not read it or relegate it to a spam folder, but for the most part an email is more likely to be seen than a Facebook message (which may or may not appear in the newsfeed) or a Tweet.