Many so-called “social media gurus” argue that “email is dead” and social media is the new, greatest conversation channel for eMarketing.
Email marketers, however, argue that email is not dead, and in fact, works hand-in-hand with your social media strategy. But before either side declares victory, it is important that two areas of eMarketing be examined more closely: target and intent.
In a recent article on Small Business Trends, Tyler Garns points out the best channel for communication can vary from person to person. That’s why it is so important to define a target audience in terms of age, gender, demographic, and psychological characteristics. Social media trends currently show if an audience is in their 20s or early 30s, social media is the preferred way to reach them. If a target audience is under 20, however, social media is likely the only way to reach them effectively. Surprisingly, most businesses are still more likely to use email, while they may get better consumer results (depending upon demographics) from social media campaigns.
In addition to target audience, it is important to define intent when determining the best channel communication. For example, if direct sales are the goal, email marketing may be the best choice. If relationship building is the goal, social media may be the ideal starting point. Often the two do work together and evolve. Social media may be used to form a relationship, and email may be used once that relationship is solid.