Recently, I wrote about the dangers of trusting the wrong, essentially superficial, metrics when diagnosing your social media strategy. Today, let’s talk specifically about the great battle of social media vs. email marketing.
Errol Apostolopoulos reports for BostInno that “unique impressions delivered via Facebook’s sponsored posts average out to be 18x more cost-effective than those delivered via traditional email acquisition methods.” When you add in that you can use standard posts to reach a wider, if less concentrated, audience, Facebook, and other social media sites, really set themselves apart.
Does this mean you should completely forsake your old pal email marketing? Heck no. It still has an important role to play. Pairing email and social media can lower your cost per acquisition on both platforms.