Email vs. social media: Which form of marketing leads to success?

"We are convinced that email marketing and social media marketing must work hand in hand."

"We are convinced that email marketing and social media marketing must work hand in hand. Because both methods have their specific strengths, it is crucial to orchestrate communication across the two disciplines and coordinate it with the other marketing disciplines. The strengths of email marketing lie in the personal, direct communication with existing customers and in the in-depth communication of content. Email marketing strengthens the relationship with each individual customer. The opportunities of social media lie in the reach - beyond the existing network -, in dialog, in the creation of identification opportunities and in community building. Social media strengthens branding and the creation of shared values. Our recommendation is: Use the specific characteristics of both methods, align your messages accordingly and constantly optimize communication by measuring target achievement with suitable key figures."

"The economically sustainable social media success stories are still a long time coming."

"The effort required to actively operate social media is disproportionately high compared to email marketing. The daily maintenance of social media accounts is almost impossible to finance, especially for SMEs, and is also sometimes difficult to plan in terms of resource planning compared to email marketing (keyword: shitstorm). Those who do it anyway are disappointed at the latest when they see that email marketing campaigns generate many times more conversions at the end of the day. The economically sustainable (only that counts for SMEs) social media success stories are still a long time coming. From this point of view, it is also understandable why activities are mainly launched in email marketing. But here too, a good editorial concept and the use of targeted activity-based campaigns (e.g. trigger emails) should be considered in order to achieve the highest possible conversions."

"Email is established as a communication channel and receiving advertising is accepted."

"What is the first online activity of over 75 percent of Internet users in the morning? That's right! Reading emails. Facebook (13 percent) and Twitter (two percent) follow far behind. Email is everywhere, is established as a communication channel and receiving advertising is accepted. 79 percent of young mothers agree to receive information about products by e-mail, and their willingness to buy increases by 23 percent. According to McKinsey, email marketing is 40 times more efficient than social media. But the same applies here: together! By combining push and dialog channels, both win. Because this results in far more than spam and inbox overflow here, inflationary 'like-twittering' and shitstorms there."

"Email marketing is clearly ahead of social media in terms of effectiveness."

"Our experience and key figures confirm what a recent study by McKinsey also confirmed: email marketing is clearly ahead of social media in terms of effectiveness. Especially when emails offer recipients highly personalized and therefore relevant offers and content. Email marketing offers the perfect tools for this. Nevertheless, we recommend our customers to link both channels profitably wherever sensible and possible in order to achieve even better performance. Email is the leading medium for us."