In the world of flash sales and major shopping events like Labor Day (just around the corner!) and Black Friday, business owners are laser-focused on maximizing the return on their marketing investments. While some businesses swear by email marketing for promotions, others put their faith in social media advertising. However, the reality is that both strategies offer distinct advantages that can help you achieve your promotional goals.
The Power of Email Marketing for Sales
Email marketing remains one of the most effective and budget-friendly ways to connect with a large number of potential customers who have already expressed interest in your products or services. What makes email even more powerful is the high level of user engagement—91 percent of email users check their inbox at least once a day, with the majority doing so first thing. Just be aware that your email will be competing with potentially dozens or even hundreds of other messages, so it’s crucial to make yours stand out.
Although some may claim that email marketing is outdated (we’ve all seen those “Email Marketing is Dead!” pronouncements), the numbers clearly show that it’s still a force to be reckoned with. Consider this: the average open rate for email is 21.73 percent, while Facebook’s organic reach has decreased to a meager 6 percent. Think Twitter might be the answer? One marketer discovered that less than 2 percent of his followers actually see his tweets. So, while social media can be great for reaching new faces, email reigns supreme when it comes to nurturing leads and building relationships.
Email marketing also boasts higher conversion rates than any other marketing channel. One study revealed that 66 percent of online shoppers made a purchase after being influenced by email marketing. In contrast, only 20 percent made a purchase following a Facebook promotion. This difference is largely because most consumers are accustomed to receiving marketing messages via email. On the other hand, retargeted social media ads can feel intrusive or disruptive, and organic social media promotions might be overlooked entirely. Due to email marketing’s ability to deliver impressive conversion rates at a lower cost compared to paid social media advertising, it has the potential to generate a higher return on investment.
Leveraging Email Marketing Effectively
We’ve bombarded you with statistics, but how can you apply these insights to your holiday sales and other marketing efforts? Here are some actionable tips to make the most of email marketing for your promotions: Promote your latest holiday deals to your email subscribers. Consumers anticipate marketing materials in their inboxes, making them more likely to respond to sales content delivered via email than on social media. Capitalize on this by informing your email list about your upcoming holiday promotions. If you’re offering discounts or coupons, include the codes or barcodes directly in the email. For special sales events, send out flyers to your subscribers with all the relevant dates and details. Stay connected with interested consumers through email. Use email as a tool for maintaining relationships with your customers and fans. If you’re advertising holiday sales or promotions on social media, ensure you’re also delivering this information directly to consumers’ inboxes.
Drive traffic back to your website with clear calls to action. When promoting your holiday sales via email, don’t miss the opportunity to direct traffic back to your website. Incorporate a clear and compelling call to action that encourages readers to click for additional information or to make a purchase. Link each CTA to a specific landing page providing more details about your holiday promotions. Consider linking directly to product pages for a seamless shopping experience.
The Benefits of Social Media Advertising for Sales and Promotions
While email marketing excels at reaching existing customers and driving direct conversions, social media advertising can be a powerful tool for promoting your holiday sales as well. Social media platforms generally boast higher engagement rates compared to email marketing, meaning consumers are more inclined to share brand-related content on social media than through email. Research indicates that 57 percent of global content sharing occurs on Facebook, with another 18 percent happening on Twitter. In contrast, email accounts for a mere four percent of shares.
Although email may boast high conversion rates, it only allows you to connect with those who have opted in to your communications. The more your followers and fans share your holiday sales and other promotions, the wider your reach extends to potential new customers. You’ve witnessed the shopping frenzy that grips consumers during major shopping holidays—people are willing to camp outside stores for a good deal. Social media thrives on engagement and sharing, making it an ideal platform to capitalize on this buying enthusiasm. Just ensure you’re crafting posts and ads that people will want to share (and of course, offering an irresistible deal never hurts).
When to Leverage Social Media Ads
Brands often see better results on social media when they combine paid advertising with organic posts. This effectiveness stems from the fact that social media platforms like Facebook have access to a treasure trove of third-party data. This data allows you to target your ads with laser precision, reaching a specific group of consumers most likely to be interested in your holiday promotions.
Via www.sealskincovers.com Here are a few scenarios where social media ads might be a better choice than email marketing: Reaching new audiences. Email marketing limits you to reaching your existing subscriber list. The same applies to organic social media posts unless they are shared. Social media ads, on the other hand, open the door to entirely new audiences. Encouraging cross-platform sharing. Whenever possible, encourage your followers and fans to share your content to amplify your reach. Social media contests, such as Instagram giveaways, are particularly effective at boosting sharing, especially during holidays when everyone is on the hunt for the best deals. Boosting brand recognition. Social media ads are also highly effective at increasing brand awareness. By strategically placing ads on the platforms your target audience frequents, you can gradually build a larger following. The more familiar consumers are with your brand, the more likely they are to make a purchase, especially when they encounter your holiday sale. Consider running a brand awareness campaign on Facebook in the lead-up to your big sale.
Harnessing the Power of Email Marketing and Social Media Ads Together
To extract maximum value from your holiday sales marketing budget, it’s crucial to stop viewing email marketing and social media advertising as competing forces. Instead of adopting an either/or mentality, consider how you can leverage both strategies in harmony to drive more sales from your limited-time offers and holiday promotions. Here are a few ways to integrate both channels for optimal holiday marketing:
Expand your email list through social media.
One limitation of email marketing is its reliance on your existing contact list. However, social media can be a powerful ally in growing your subscriber base, providing an even larger audience for your holiday sales. Promote your opt-in offers across your social media profiles, and consider offering incentives, such as exclusive coupon codes, to entice people to subscribe. To further expand your reach, incorporate paid social media advertising into your strategy for boosting email opt-ins. Craft compelling ads that highlight the benefits of joining your email list and target these ads to individuals who share similarities with your most valuable customers. Social media platforms like Facebook offer sophisticated targeting features (like lookalike audiences) that enable you to connect with those most likely to be interested in subscribing.
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Use social media to amplify your email marketing conversions.
Engage your followers and fans on social media. Go beyond simply informing them about your latest products and services. Use this channel for two-way communication, gaining valuable insights into what resonates with your audience. Initiate conversations on social media to gauge their interest in new products, services, and promotions. Armed with this knowledge, you can fine-tune your email marketing campaigns to drive even more conversions. For instance, if you’re running a Labor Day sale featuring a buy-one-get-one offer, start by generating buzz and educating your audience about the sale on social media. Then, strategically leverage email marketing to direct traffic to the relevant product pages.
Email and Social Media: A Powerful Partnership
When it comes to promoting your sales, email marketing and social media advertising don’t have to be rivals. In fact, there’s no reason why you can’t harness the strengths of both to achieve your sales objectives. The key to maximizing your marketing ROI lies in understanding when to deploy each tactic for optimal impact. Social media excels at reaching new audiences, fostering engagement, and gauging interest in promotions. On the other hand, email marketing is ideal for connecting with individuals who have a vested interest in your brand, as well as those who might not be present on the social media platforms you use. For your next sale or holiday promotion, embrace the power of combined email and social media marketing, and witness the magic unfold!