Food for Thought
There is a lot of debate over what’s more important: social media followers or email subscribers. Some people believe that having a large following is the key to success, while others think building a list of email subscribers is more important. So which is more important?
Here are a few things to consider when deciding whether social media followers or email subscribers are more important:
-The reach of each platform (FaceBook, Instagram, Tik Tok, etc.)
-The engagement of each platform
-The ability to monetize each platform
So which is more important? Followers or email subscribers? Let’s take a closer look at each one.
The reach of social media is undeniable.
With over two billion active users on platforms like Facebook, Instagram, and Twitter, it’s hard to ignore social media’s potential for reaching a large audience. However, not all of those followers are going to see your content. The average user only sees about 20% of the content in their feed. That means that if you have a following of 1000 people, only 200 of them are seeing your posts.
The Online Space is Overloaded with Content
When users scroll on social media, they look through their newsfeed and see what their friends are up to. It’s a way of keeping up with what’s going on without having to invest too much time into it.
Algorithms operate by identifying the topics users are interested in and then recommending articles, videos, or other forms of content that match those interests.
Because of scrolling and algorithms, your audience may or may not see your posts. Only a fraction of those people is seeing your posts. So if you’re looking to reach a large audience, social media may not be the best platform for you.
Email, on the other hand, has a much higher reach.
On the other hand, email subscribers are more likely to see your content.
Inbox providers like Gmail and Yahoo deliver your messages directly to users’ inboxes. And since email is a one-to-one communication platform, you can be sure that every one of your subscribers sees your message.
They likely won’t read every email you send. However, email marketing works when it’s consistent. For example, if you choose to send an email once per month, your subscribers will at least see your subject line.
The subject line is super important and must speak to your email subscribers with the call to action, “Read this email!”
Then, reward them for clicking in with helpful content, your latest blog post, a success story example, etc. Your options are endless! Most importantly, engage. Find out what your email subscribers are interested in and focus on that.
When it comes to engagement, social media wins hands-down.
People are far more likely to engage with a post on social media (SM) than open and read an email. The average open rate for emails is only about 20%, while the average engagement rate for SM posts is around 30%. If you have a following of 1000 people, 300 of them are likely to engage with your content.
However, when it comes to monetization, email is the clear winner.
Email subscribers are much more likely to make a purchase from you than SM followers. Studies have shown that email marketing has an ROI of 3800%, while SM has only around 200%. For every $100 you spend on email marketing, you can expect to see $3800 in return. So if you’re looking to monetize your audience, email is the way to go.
So which is more important: social media followers or email subscribers?
The answer depends on what you’re looking for. If you want to reach a large audience with consistent posts of helpful content, for example, on Facebook, SM is a great option. But if you’re looking to engage with your audience and monetize your list, attracting email subscribers is the way to go. Whichever platform you choose, make sure you’re using it to its full potential.
Overall, it is crucial to consider which marketing platform will be more beneficial for your business goals and help you increase sales. If you are looking to reach a large audience with helpful content, social media may be better. However, email marketing should be your go-to choice if you look for higher engagement and ROI. Whichever platform you choose, make sure you utilize it to its fullest potential!
Psst. Use your SM reach to gain followers. Then, convert those followers into email subscribers. Would you like to learn more? Feel free to apply for a free consultation using this link. I’d love to help you see which social media or email marketing helps you attract the most business.
Janet Johnson is a small business advisor and author of My Money Pivot: An Entrepreneur’s Guide to Finding & Making More Money and this educational blog. All views expressed belong solely to Ms. Johnson and do not represent the views of her employer.