(This post originally appeared on the Resonance Content Marketing Blog.)
Folks, I have a confession to make. A big one. Ready? Here goes:
For all the writing, speaking, and consulting I do on social media, I honestly believe that a well designed, well written e-newsletter is the single most effective content marketing tactic for reaching your audience.
Yep, you heard it here first, peeps.
So when I meet a new client who has limited resources and is simply looking to dip a toe into the content marketing pool, I go straight to the e-newsletter.
The reasons behind my “e-thusiasm” are many and varied, but let me hit you with the top three reasons why email tops my list:
1. Everybody Gets—and Reads—Email
I know it sounds hard to believe, but not everybody is on Facebook. Not everybody reads blogs. Not everybody is on LinkedIn, Twitter, and YouTube. And not everybody texts. But from college students to CEOs to grandparents, everybody gets email. In fact, you can’t even get an account on a social network without submitting an email address.
And it’s because email is so universal that we’re so darned hooked on it. I have friends who only contact me through Facebook, others I hear from through LinkedIn, and still others hit me up on Twitter. But email is the one tool that literally everyone in my circle uses.
(By the way, how do I find out about those Facebook, LinkedIn, and Twitter messages? Nine times out of 10, it’s through a notification email.)
2. Your List Is Your Own
There’s a harsh truth about social media that none of us likes to talk about: For any given reason, valid or invalid, Facebook could delete your Page tomorrow, and all your followers would be gone. So could Twitter, LinkedIn, YouTube, Tumblr, or any other social powers-that-be.
But your list of email subscribers? That is all yours, my friend, and no one can take it away from you. Your email provider is in charge of your account with that specific provider, but they never own your list. The same can’t be said of any social network that I know of.
3. It Works
While the issue of social media ROI continues to be hotly debated, email marketers have hard numbers to prove their stuff is working: according to a study by the Direct Marketing Association, email generates over $40 for every $1 spent on it. That’s a heckuva lot more than can be said of search marketing ($22), display ads ($20), and mobile marketing ($11).
Am I saying that we need to abandon social media en masse and throw all our efforts into email? Absolutely not. In fact, email and social work beautifully together: social media is one of the most effective methods of driving signups for your newsletter, while email can point recipients to your various social outposts.
Just remember the next time you’re weighing your content marketing options that there’s simply no substitute for a killer e-newsletter.
Do you have an e-newsletter that rocks the content marketing world? Tell us about it in the comments—we’d love to hear from you!
Download your free copy of our latest ebook, Top 10 Reasons Why Your Social Media Sucks, to find out:
- The top 10 mistakes that businesses make on Facebook, Twitter, LinkedIn, and other social networks
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About the Author
A self-described “marketing nerd,” Rachel Parker, Owner and Chief Content Strategist of Resonance, works with businesses of all sizes to help them meet the challenge of connecting with today’s hard-to-reach customer.
Rachel has made Resonance the “one stop shop” for companies looking to get more out of their content marketing efforts. She’s also a sought-after speaker and has presented to many of Houston’s major business and marketing organizations. Contact Rachel about speaking to your group or business.