There have been many speculations that social media platforms will become so powerful that it will replace the need for email marketing altogether. The irony however is that the increase in social media directly influences a boost in email users as well. The two complement each other magnificently and the better companies are able to interweave the two, the better results they will gain.

Social media and email marketing can co-exist and when they do the advantages are remarkable. My next  post will centre on these benefits. Today, however, I want to focus on the reasons why social media cannot substitute email marketing, even if it tried.

Reasons why email marketing cannot be replaced by social media

•    Email for account creation: All social network accounts need an active email address to be created. This address is also the login and all updates and network activity is sent here.

•    Business emails are mandatory: At most companies each employee is allocated an email address. Even if a project management system is used within a business, notifications are still sent to the allocated email address.

•    Email isn’t a company: Social networks such as Facebook and Twitter are companies. Tomorrow a new or better social media platform can become more popular affecting the results of your social media marketing efforts on that medium. Email isn’t a company. It is a medium that continuously evolves and allows for better email marketing results. 

•    Email doesn’t have restrictions: Many employees have restricted access to a number of social media networks due to company policies.

•    Email can provide ROI figures: With bulk email it is easier to calculate your return on investment (ROI) whereas with social media it is extremely difficult. 

•    Email allows click-through follow-ups: Good email marketing software can provide marketers with efficient data to see which individuals are interested in what. Email can also let you perform AB testing on your database to see what kind of subject lines lead to better opening rates. This cannot be done with social media.

•    Email allows for beautiful graphics: Email newsletters and all marketing email can be visually beautiful with the graphical support email software can cater for. Most social networks are limited to one photograph or image at a time.

There is no way that social media can substitute email marketing. Through implementing both marketing mediums and using them together, you can get to know your customers and cater more effectively to their needs.