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Why Email Still Beats Social Media Marketing
Ian Brody / OpenView Labs / July 8, 2013
Marketing strategist Ian Brodie explains why, for all the buzz around social media marketing, your email list is still your most valuable asset.
As a business owner, it sometimes feels like you’re a character from the Discovery channel’s hit show “Gold Rush” — shedding blood, sweat, and the occasional tear to try to hit the mother lode. With limited time and money you need to place your bets on a small number of seams to mine, hoping that at least one of them will pay off.
In business it’s the same. These days you’ve got more marketing options than you could ever possibly manage. And every marketing strategy has its own guru proclaiming his or her pet strategy is the future of marketing (and of course, offering to sell you a training course or coaching program to help you master it). And sometimes, faced with this barrage of claims for the next big thing, we often overlook the nuggets of gold lying at our feet. Or perhaps hidden just below the surface.
In business, those nuggets of gold are the contacts and clients on our email lists.
Amidst all the sound and fury about social media and the latest technologies, it can be easy to ignore good old email. It seems so, well . . . old. But the truth (as Merkle reported in their report “The View from the Digital Inbox”) is that email is still by far our preferred method of business communication.
Think about it for yourself. You may chat on social media. You may initiate connections there. But when you want to get down to business you use email.
In fact, if you look at what the social media gurus do, rather than what they say, a rather interesting picture emerges. In a recent blog post, I looked at the home pages of a bunch of social media experts — from Facebook to Pinterest to LinkedIn. On every home page, the thing they prioritized wasn’t connecting with them on social media, it was joining their mailing list.