Email marketing is perhaps the most powerful tool available to your business. Although social has changed our world in recent years, email still remains king for revenue. Despite its importance, many businesses still aren’t capitalizing on the areas of email innovation that will make the channel even more effective. Check out Marigold Engage by Sailthru’s Digital Innovation Report that details the areas you need to be innovating in email, automation, data science and more. 

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This well-detailed infographic from HostPapa provides more insight into how each medium – email or social media – should be utilized rather than whether one is a substitute for the other. They’re simply not. You should not be doing one or the other – you should be focused on doing both effectively.

  • 75% of all adults express email is their preferred communication method
  • Even among the 18-29 age group, email trumps social for commercial usage

While the infographic promotes email marketing as the winner, I don’t believe there should be a winner. They’re two types of mediums with very different opportunities. Email is a push medium where a company can send a message to a recipient when they’d like to. Social is a pull medium where you put the message out and hope that someone reads and responds (or shares).

My personal opinion is that no company should be applying resources in social media without having an effective email program first. This way… as prospects find you on social media and subscribe to your email, you can push them a message down the road that drives them to a conversion.

This article is by Douglas Karr from martech.zone.