For many organizations, social media has become the foundation of their marketing strategies. However, if you’re looking for a stable and reliable tool for communications and building an audience, it’s time to reconsider email marketing. 

Yes, email is old school. But it’s also an owned tool over which you have much more control. Social media platforms work on algorithms for meeting target audiences. But as we all know, those algorithms change constantly and no one outside the social media company knows how they work. As a result, social media strategies require almost constant review and updating. And consider the TikTok conundrum: Will it or will it not be banned in the US? Many organizations, especially small businesses, consider TikTok to be a crucial component of their business strategy. But if a TikTok ban were to go into effect, at least $1 billion dollars of revenue would be lost by those businesses.

Email provides these advantages:

• Your email list is a direct, unrefined connection with your audience, as opposed to a brief audience encounter via social media.
• Email allows for:
  • direct contact with your audience
  • the ability to precisely target and personalize your messages
  • stability of customers who choose to opt in and be accessible until they choose to leave
  • stability of brand voice, visual identity, and messaging because they’re not dependent on the restraints of various social platforms

 If your organization is considering a transition from social media marketing to email marketing, whether a complete transition or simply adding a larger share to email, here are some tips for prioritizing your email strategy.

• Utilize your social media accounts to obtain email addresses from their profiles and turn your social audience into email subscribers.
• Encourage new subscribers with compelling content with CTAs. Tactics like sharing snippets from newsletters, subscriber testimonials or behind-the-scenes peeks can prompt people to subscribe.
• Email templates can help you design compelling emails campaigns that lead to conversions. A personalized, pleasing email can lead to an open rate that is 82% higher than generic emails.

 Social media isn’t going away any time soon, if ever. But a blending of email marketing with social media marketing provides a stable, resilient marketing strategy that is less affected by the shifting of social media algorithms and popularity.