Have you ever wondered what is the difference between email marketing and social media marketing?
The answer is simple. Email marketing focuses on getting people to take action by educating them about your product or service. Your goal is to get them to visit your website, make a purchase or take some sort of action. On the other hand, social media marketing focuses on getting people to connect with you on a personal level. Ultimately, you are trying to gain credibility and trust with your target audience.
When someone creates a sales funnel, they are aiming to capture an audience interested in their product or service and guide them through a series of easy steps to purchase. This can be anything from convincing someone to try their product or service for free to educating them about the benefits of purchasing the product.
Why Use Email Marketing instead of Social Media?
Well-branded email campaigns that include compelling content can help your business stand out from the competition. According to HubSpot Blogs research, 66% of consumers have bought something online after receiving an email invitation from a brand. That’s more than twice the chance of a regular email invitation. So, if you want to see results from your marketing efforts, invest in a well-executed email marketing campaign.
Also, 48% of consumers said an email campaign was the most effective way for a business to connect with them. So, if you want to attract and retain customers, consider using email marketing to tell your story. And the list of benefits goes on.
In comparison, only 17% of consumers said they would buy something from a brand they followed on social media. So, if you’re just starting your social media marketing journey, focusing on customer acquisition through email may prove to be your best bet.
The Evolution of Email Marketing and What It Means for Marketers
People have been using email to communicate for centuries. However, not until the mid-20th century did people start using email as a marketing tool. Before then, email was mainly used to communicate between employees and to offer reminders.
In the early days of email marketing, people would have one main email account that they would use to send out all of their messages. These messages would generally include some combination of the following:
- An announcement or update from the company
- A solicitation to take some sort of action
- A pleas for help from the company (if they’re seeking customers)
- Product or service information (if they’re a business)
- An offer for a discount or special deal (if they’re a business)
- And more!
As email marketing grew in popularity, people realized the benefits of using multiple email accounts to send personalized messages to their customers. In fact, HubSpot Blogs research shows that having distinct email addresses can significantly increase your conversion rates. So, companies started creating multiple email accounts, one for each product or area of the business. Then, they would use different subject lines, content and calls to actions for each email account.
As personal computers got cheaper and the internet got faster, people started using their smartphones to access the web. This also means people started receiving emails on their smartphones. Although it wasn’t the primary device, email has always been accessible on smartphones. So, if your customer base is mainly made up of mobile users, your emails can easily end up in their spam folder. You don’t want that!
Today, people have multiple devices they use to access the web and get their email. Having a smartphone, a tablet and a computer are the most common devices used. Emails are also accessed through smartphones and tablets, so having a presence on all of these platforms is essential for effective email marketing.
The Growth of Email Marketing
In the mid-2010s, a few well-executed email marketing strategies propelled their way to the top. These included:
- Using personal touches in your subject lines and greetings
- Offering exclusive deals and discounts to entice potential customers
- Listing verifiable contacts (like phone numbers and URLs) for consumers to verify
- Giving people options for how they want to receive your messages
- Segmenting your email list by interest or behavior to provide more relevant content
- Testing different approaches to gain insights on which method is most effective
Although there is no exact figure available, HubSpot Blogs estimates that email marketing grew by 26% in 2025. This makes it the largest segment of digital marketing as a whole. So, if you want to stay relevant in your industry, you should consider investing in email marketing.
The Challenges of Email Marketing
Email marketing is a lot of fun when your email campaigns are going smoothly. However, since there is always room for improvement, marketers must constantly be testing and reviewing their performance to ensure they are doing everything they can to get the best results possible. These results can vary from getting a few hundred more people to join their email list to increasing their conversion rates by 5%.
According to HubSpot Blogs research, the top three areas that marketers struggle with are as follows:
- Attracting an audience that is interested in your product or service
- Getting those interested in your product or service to take action (like visiting your website or making a purchase)
- Measuring the effectiveness of your marketing efforts (to determine what is and isn’t working)
So, how can you overcome these challenges? The solution is to find your sweet spot by identifying the tool that works best for you. For example, you may find that Facebook ads are the most effective way to reach your target audience, therefore, all of your marketing efforts should be focused on this platform. Or, you may find that paid ads on Google simply work best for your company, so this is the platform you should be utilizing.
Once you find your sweet spot, it’s time to revisit your plan to ensure you are continuing to utilize the platform effectively. This is especially important if you’re seeing poor results. You should review the following:
- Your objectives for each campaign (i.e., what are you trying to achieve?)
- The metrics you are using to track your progress (i.e., are you seeing the results you are expecting?)
- Campaign performance over time
- Your plan for growth (i.e., how are you planning on expanding your audience?)
By continually reviewing these items, you can ensure you are executing the right plan and taking the right steps to reach your stated goals. This way, you can continue to evolve and improve your email marketing strategy as you move forward.
To learn more, you can read our blog post The Evolution of Email Marketing or visit our website at https://www.marketinginsider.com.