In order to discuss email marketing and social media marketing, let’s think about this first. The first generation of electronic mail was a computer-based messaging program, and it took ten years after its initial development to become a file-sharing system.

It’s worth noting how emails survived the arrival of social media platforms. Think about it, what can you do with email that you can’t do via social media?

You probably couldn’t come up with anything essential. We couldn’t either. Perhaps because of its perseverance over the decades, people seem to trust email, especially for business exchanges. It’s no secret that most companies would rather communicate over email than via social media messengers.

While the above might be an arguable fact, a more rigid affinity to this fact is email marketing.

How Email Marketing Works

Email marketing takes advantage of the unwavering trust people have for emails. It’s not as far-reaching as social media marketing, but it’s much more effective. Some might argue that email marketing has a greater reach, and that’s understandable, but here’s how the evaluation works.

About 5 billion people use social media. Seventy-eight percent of that population are daily active users who spend an average of 2 hours and 30 minutes online.

Now for more streamlined stats, let’s focus on the largest social media company, Meta.

The metacommunity accounts for 3.6 billion users with a monthly active usage estimate of 2.7 billion users. It only makes sense that an ad on the metacommunity would reach more people in a short period.

However, having a massive reach doesn’t guarantee equal engagement. Email marketing may not have the reach advantage, but it has a higher engagement score of up to 45%, a sharp contrast to social media marketing which peaks at 5%.

So why does email marketing produce better results?

There are several reasons why email marketing puts up a better performance.

1. Emails are personal

Unlike social media profiles, emails are not usually assembled and displayed on a public platform. Exchanges via email are intentional and driven toward cultivating authentic and lasting relationships.

2. No algorithm

Algorithms propel social media marketing. And that means your ads only go as far as they fit into a selected audience’s database. Email marketing, on the other hand, reaches your recipients’ inbox irrespective of their digital footprint. It also relies on its ability to convince an audience rather than target them.

3. Optimal control

Email marketing gives you total control over your marketing strategies, ad policies, and customer relationships without fear of censorship.

As exciting as that is, email services still have media attachment limitations. However, if your email transactions involve exchanging large files, you can do that on with zero risks to your brand and client’s privacy.