Learn why email rules
In research that can be found in reputable sources such as the Marketing Profs and Marketing Sherpa sites, email has proven to be the channel that is the most effective in driving conversions. More clicks per view and furthermore more action after the click.
I have a theory of why I think this is. It’s based off of my own personal experience and so I’m not claiming any data here- but here goes:
Basically it comes down to that I feel more protective of my inbox than I do of my Facebook/Twitter / etc. I also check my email box more frequently than I check my Twitter stream. (although I do have a “Junk” email box that I sometimes use when I don’t really want to give my email).
Furthermore, I also think that the private nature of email has an influence. If I sign up to someone’s email list, it is not necessarily public knowledge. It’s between me, and what I subscribed to.
Twitter, Facebook and other social media are built to publicize / update the world at large that I’m “following” or participating.
I believe this creates a different or additional motive for tweeting, following, or becoming a fan of something on facebook. In other words, my motive to become a “fan” of something on facebook is more to show the public my affiliation to something cultural rather than my desire to use facebook as a channel to receive information.
Last, I think I’m more habituated to actually reading my emails – so the message has a better chance to seep in, and therefore offers the marketer a better chance to get my click. Emails can also carry a better mix of images and text than a facebook update or tweet can carry. Also, email has the power of the subject to hook my attention, then the content of the email to win me over to clicking.
So to recap:
1. since email is personal and private it takes more of a reason to make me want to subscribe to something via email
2. email can be more rich in terms of how it can deliver information and it’s more likely to be read vs. missed like a tweet or other communication channel
