Hear ye, hear ye!
A new report from Forrester Research has just set in stone what those of us in the email marketing industry have been observing for years now, which is:
“IF YOU HAVE TO CHOOSE BETWEEN ADDING A SUBSCRIBER TO YOUR EMAIL LIST OR GAINING A NEW FACEBOOK FAN, GO FOR EMAIL EVERY TIME.”
I agree — EVERY TIME. Why?
- Because getting someone’s email address allows you to push content to them.
- Because it also allows you to segment your email list and target the content you send each person based on his or her interests, either on a macro or a micro level.
- Because you can track how people are interacting with your email and how they interact with your Website once they click-through from your email.
- Because we have years of institutional knowledge about how to generate revenue from email.
- Because email remains the #1 channel in terms of return-on-investment according to the Direct Marketing Association
And these are my words, not Nate Elliott‘s from Forrester.
Nothing against social — I myself am experimenting with the channel as every business should. But if you’re looking to generate revenue, then email is your channel. At least for now.
And one thing that social can do well is help you gain new email subscribers. Social media is a low commitment way for prospects to learn more about your company. But once they know enough to want to enter into a relationship with you — that’s the point where you need to ask for their email address to take it to the next level.
Here’s a great article from Fast Company that provides more details on the Forrester report — and more quotes from Nate. Would love to hear your thoughts in the comments section below!