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Firstly, there’s a big difference between the reach on email versus social media. On social media an organic or free post might only reach between one and 10% of people following you, compared to, on average, 20 to 30% per email sent.
For example, if you had 1,000 people on your email list, you might get 200 people opening each email. Compared to 1,000 people following you on social media, you might only get 20 people seeing each post.
There’s a big difference between 20 compared to 200.
It would mean you’d need to post 10 times as much on social media to get the same potential reach as one email. That’s a big investment of time on social media, which could potentially be spent better on email.
Here at The Joy Society we use both. We love social media and email. They both have a role to play in our business. We simply want to stretch your thinking around whether you’re using email enough in your business or whether you’re relying a little bit too much on social media.
If you don’t have a strategy in place to grow your email list yet or aren’t sending email on a consistent basis, it’s something to think about.
The next big difference between email and social is the degree of attention. Your community has given you permission to be in their inbox. You have a direct line of communication to them.
You have no control over when someone checks their social media or how often they’ll see your posts, this is controlled by the social media companies, based on their algorithms (a fancy word for deciding who sees what and when).
As much as it takes effort to get someone onto your email list, once there, the chances of them paying attention to your email and developing a connection with you is potentially stronger, when compared to social media.
Think about how many pages you’ve liked or followed and never engaged with again. Compare that with how many email lists you’ve subscribed to and still see coming through your inbox.
Email allows you to engage with your community directly. It’s one-to-one as opposed to one to many on social media.
The third big difference between email and social media is the way they operate. When someone is opening up their inbox, they’re often more focused. They’re looking for information and they’re making decisions about what to open.
It’s a research and consideration mindset.
Compare this to how we behave when we’re on social media. It’s less intentional. Usually we’re cruising around, having a bit of a look to see what’s out there and what’s happening. It’s more voyeuristic.
Also, think about the difference between liking a post, adding a comment or sending a direct message via social.
Compare this to hitting reply on email. It’s a different feeling, a different level of effort.
Think about how these communication channels operate differently and how you can use this to your advantage to grow your business and to build connection with your ideal clients.
Are you building your email list? Do you have a way of encouraging people to join your list via your website and social media?
If people have given you their email address, are you building a connection with them by sending out email on a regular basis?
If you’d like some support and guidance on how to improve your email, we’re here to help.
We can help you with figuring out what to say, how to write email and how to use the technology.
To get started send us an email or message us on social media. Tell us a bit about your business, and we’ll guide you to the next steps suitable for you.
We look forward to hearing from you soon.