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Email Marketing VS Social Media- Complete Guide 2022

email marketing vs social media

With so many various digital marketing tactics available today, selecting your fights and developing a comprehensive plan is a difficult undertaking.

Email marketing VS social media marketing are diametrically opposed. They are executed extremely differently and serve diverse functions in your entire marketing plan.

However, to expand a business, we must choose which channel surpasses the other and deserves more of your attention and resources.

Email Marketing VS Social Media

The overall effectiveness of Email Marketing VS Social Media

Approximately 60% of the online marketers we polled feel email marketing surpasses social media.

The remaining 40% informed us that email marketing VS social media are unique. They both have advantages and disadvantages.

In general, email is better at driving traffic and direct leads than social media, especially when engaging with your audience.

Let's go deeper into each channel's strengths and weaknesses:

Where email marketing works best

Now consider where email marketing for small businesses outperforms social media:

Reach - Getting 2k email subscribers and 2k Facebook fans are not the same thing.

According to Chad White of Litmus, Facebook's algorithmic adjustments severely reduce the organic reach of content.

"If you have 2,000 Facebook friends, typically just 2-5 people will see each post you submit," explains Retriever Digital's Stuart Marler.

According to a study conducted by Social@Ogilvy, organic reach on Facebook has reduced to 6% of your fan base in 2014.

The situation becomes worse if you have more than 500,000 likes, in which case it will be reduced to 2%.

Danny Sullivan of Marketing Farm previously stated that less than 2% of his Twitter followers notice his tweets.

Still, this is nothing compared to email, which has an average open rate of 21.73 percent.

getresponse email and social media report

In other words, if you have 2,000 email subscribers, 2,000 Facebook friends, and 2,000 Twitter followers, you will receive the following:

  • Your email will be opened by 435 people.
  • Your message will be seen by 120 Facebook fans.
  • Your message will be seen by 40 Twitter followers.

In terms of reach, it is apparent that email marketing VS social media much exceed. And this is with an average engagement rate, which may easily be enhanced by creating stronger subject lines.

You can attain 40-45 percent open rates in the same campaigns, which is impossible with social media.

Higher click rate — Other figures show that email marketing efforts might see 50-99 times the click-through percentages of Facebook and Twitter.

"Email remains king." It's the 80% in the 80/20 rule. In a literal sense. When comparing email and social in respect of clicks produced, we're seeing ranging from x25 to x10," states Despreneur Magazine.

"I will inform you that when I market to my email list rather than just social media, I see a significant difference in visitors to blog posts and sales to offers," says Kristi Hines.

The overall click-through rates for each network are as follows:

  • 3.57 percent for email marketing
  • 0.07 percent Facebook
  • 0.03 percent on Twitter

These are interaction rates for Facebook and Twitter. This includes not just clicks but also comments, likes, shares, retweets, and so on.

Derek Halpern, the well-known blogger, tested sending his most recent blog post to both Twitter and his email list.

Here are the findings he obtained:

50 individuals clicked on his Twitter link.

From his email list, 1,200 individuals clicked on his link.

His email list was twice as large as his Twitter following, but it generated almost 24 times more clicks.

Increased conversion rates — Email marketing converts more than any other marketing channel, including social and search (a report by Monetate).

Another study found that 66% of internet shoppers completed a purchase as a consequence of email marketing communication.

"We have a well-segmented opted-in list, so email marketing is considerably more efficient," explains Mihail Stoychev of iSenseLabs.

Internet marketers feel that the capacity to segment lists and tailor messages is the primary cause of email marketing's high conversion rate.

Most email marketing companies include alternatives for sending highly targeted messages depending on the behavior of your subscribers.

Increased direct quality traffic - Amir Chitayat of OpenMoves uses email marketing and social media extensively.

He discovered that the outcomes of email marketing are more concrete and have a higher ROI if you are seeking leads or sales.

He utilizes email marketing VS social media for one of his clients (an eCommerce B2C-oriented firm) and spends around the same amount of money on both.

increased direct quality traffic

With a ratio of 0.73, an email generated 1,192 direct transactions and 872 assistance transactions (for a total of 2,064).

In other words, email marketing resulted in more direct conversions than aided conversions.

Social media created fewer direct transactions – just 173 – and 1010 aided conversions, with a ratio of 0.58 indicating that they generated fewer direct conversions and provided less to assisted conversions.

According to Amir, the disparity would be greater if this was a B2B or lead-generation organization.

If you want to know more about that how to increase sales through email marketing you can check our blog.

BEST ROI - in business, everything comes down to ROI and charge of opportunity.

In other terms, it makes sense to spend on Strategy A if it would make you more money than Strategy B.

McKinsey & Co discovered that email marketing attracted 40 times more clients than Facebook and Twitter combined in research on how US firms generate new customers.

We previously demonstrated in the example provided by Amir Chitayat of OpenMoves that email is responsible for more direct conversions and social media is responsible for more aided conversions.

The overall number of conversions from email was 2,064 and the total number of conversions from social media was 1183.

In other words, email produced 174% more overall conversions than social media.

"Email most often offers a higher ROI although it is less expensive and easier to install, with incredibly high conversion rates when content and design meet best business practices." According to Amir Chitayat of OpenMoves.

According to Douglas Karr of DK New Media, we should expect a greater conversion rate from email marketing due to the express authorization these contacts gave us.

"I believe our followers on social media are sometimes more disconnected, hearing to us but not necessarily allowing the authority to push a message directly to them.," he adds.

It is easier to develop — Derek Halpern conducted an experiment and discovered that building an email list is considerably easier than building a social media following.

This is what he did.

He directed 1,000 people to his email opt-in website and 1,000 people to his Twitter feed.

As a consequence, he gained 500 new email subscribers, resulting in a 50% conversion rate.

He didn't indicate how many new Twitter followers he gained, but he said it was nothing near 500.

Here's a fantastic resource for email copywriting suggestions to help you create effective campaigns.

Where social media works best

where social media works best

Let's look at several areas where email marketing VS social media outperforms:

Higher engagement rate — practically all marketing gurus agreed on one point: social media has a significantly higher engagement rate.

Brian Basilico discovered that sending traffic to his blog, podcasts, and website via email promotes interaction in the form of comments and shares.

However, it does not come close to the attention he receives from social media sites.

Stickiness and virality — social media content is significantly stickier and offers you long-term engagement.

We're not just talking about the option to pin posts to the top of your Facebook page here.

Douglas Karr provided an excellent example on his blog.

If you have 1,000 email subscribers and send an email, you may expect 202 people to open it and 33 people to click on it.

If you have 1,000 Facebook fans and Twitter followers and send an update, just about 10 will see it and only three will click on it.

This may appear to be a terrible thing at first, but the truth is very different.

A few people with 20,000 followers shared your social media material. And they reached 100,000 followers, who then shared it again, allowing you to reach millions.

Most individuals just open emails once and seldom share them with others. On the other hand, material uploaded on social media can become viral and generate activity for months. All you have to do is keep up with social media trends, and your target audience's demands, and distribute relevant content.

More aided conversions — Chad White recently stated that social media is a mid-funnel medium, but email is a low-funnel channel.

In this respect, they are not competing for aspects of the sales funnel, but rather sequential elements of the sales funnel.

In other words, social media increases audience engagement and improves email conversion.

As demonstrated by Amir Chitayat's example, social media generates more helped conversions than email (1010 assisted and 173 direct).

More effective for branding - ReadySpace's Kian Ng stated that his organization is investing in social media mostly to establish an image or to leave an impression.

That, he claims, is significantly more difficult to do with email marketing.

Consider this: your branding, logo, and face are significantly more apparent on social media networks.

People will remember you if they interact with you.

Email, on the other hand, is more geared toward action. Yes, others can see your name (as the person who sent them the email), but that's all.

Third-party data (for advertising purposes) – "Social outcomes are greater with paid advertisements than organic, especially on Facebook," said Retriever Digital's Stuart Marler.

The primary reason for this is that social media outlets now have access to third-party data, which can be used for highly targeted advertising to reach your customers.

Facebook, for example, has been doing this since 2013, and the targeting is now more sophisticated than ever.

Any demography, interest, or behavior may be simply targeted.

For example, if you own a travel business, you could want to market your deals to customers who travel regularly. They are more likely to convert this way.

Another excellent example is that if you offer pampers, you can simply target parents with infants and toddlers.

You may also like: How email marketing improves customer engagement

4 Reasons Why Email Marketing Performs better Social Media Marketing

1. It's More Particular

Email is a much more personal way to communicate with your customers because you're talking one-on-one to them in a private place. With all the algorithms coming into play recently, brands often find their posts disappearing into the abyss on social media – email instead gets delivered directly to someone's inbox.

2. You own your subscriber list

If Twitter or Facebook shut down tomorrow, how many people would you suddenly have no contact with? You own your subscriber list using email. Once a subscriber has signed up for your list, you have access to them as long as they want to be on your list.

3. You Are Not Required to Compete With Algorithms

Social media platforms have drastically changed their algorithms to reflect the wants and needs of their users. This has meant that brands have had to get creative in finding ways to stand out on their own if they want to get any traction with their social media marketing at all. An email has no such algorithms.

4. You get a better ROI

Email marketing has the highest ROI of any marketing strategy. Every dollar spent on email marketing generates $38 in revenue for the firm. On average, 1 in 5 marketing emails get opened and have an average clickthrough rate of 3.57%.

How do email marketing and social media collaborate?

email marketing and social media colloborates

So the real question is whether you should spend your money on email marketing or social media marketing (email marketing vs social media).

Why not in both, is the answer.

Let me tell you two reasons whether you should integrate them to improve your company results:

Social media helps email marketing convert – as previously said, social media is a mid-funnel channel whose objective is to engage your audience.

This allows you to drive more engagements with email in the future.

According to Amir Chitayat's example, social media yielded 1010 helped conversions. These are revenues that would not have occurred if the firm had relied just on email.

Use social media to expand your email list – Another thing that social media can do is assist you to grow your email list. increase your conversions and revenue.

The most common approach to accomplish this is to:

  • Using your social media presence to promote your opt-in offerings
  • Promoting your opt-in offers with paid ads
  • Increasing traffic to your website so that visitors may be converted into subscribers


Email marketing VS social media are parallel universes that interact with one another.

When it comes to reaching, traffic, and direct conversions, email marketing is the way to go. Social networking, on the other hand, is a fantastic tool for engaging your audience and increasing sales.

There's no reason you can't utilize both. Just make sure you distribute your resources correctly.

How do email marketing VS social media marketing for your company? Which one gives you the best return on investment? Please share your thoughts in the comments box below.

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