A recent study by Chadwick Martin Bailey that assessed “why consumers engage via email and Facebook” found that though social media has a strong following and excellent ability to increase brand recognition and loyalty, email is the preferred channel. Over 50% of email users polled said that they regularly engage with a brand via email for the purpose of receiving discounts and special offers, whereas 41% of social media users cited the same interaction.
Takeaway: Social media is a great booster, but email still remains king.
The primary difference between these two channels lies in the public aspect of the social media experience. While email subscribers remain virtually anonymous, users who “like” a Facebook page do so with full knowledge that their “friends” and “followers” will see their action. This sort of publicity is unparalleled. Even though it may have been solicited by a special offer or deal, personal recommendation of a brand shows support that email interaction cannot. However, email is and will remain to be the backing force behind any well rounded digital marketing campaign. It continues to be one of the most cost effective methods and according to Marketing Sherpa, B2C email marketers are reporting an average ROI of 256%.