Brands are expected to spend $247 billion on social media marketing in 2024 to fight for consumers’ attention. With people spending more than two hours a day on social media, brands would be foolish not to spend their ad dollars on social platforms, right?

According to data, brands may have it all wrong. For every dollar businesses spend on social media, they get $5 back. Even though this is considered a good return on investment (ROI), other marketing channels, such as email marketing, perform seven times better.

Email marketing has an ROI of 3600% worldwide and 7200% in the U.S. This means that businesses get $36 for every dollar they spend on email marketing, or $72 if they are based in the US. 

“People don’t open their social media apps to view ads, they’re just a part of the experience,” says Greg Zakowicz, senior ecommerce marketing expert at Omnisend. “With email, it’s the opposite. People choose to receive them. When they open their inboxes, they’re looking to shop and you have their attention.”

Email marketing outperforms social media marketing

The ROI difference alone is not the only metric that proves how email marketing outperforms social media:

• The clickthrough rate (CTR) for social media platforms is 0.2% – 0.5%. Compare this to the 1.7% for scheduled emails and 5.7% for behavior-based (automated) emails.
• The conversion rate for social media is 0.02% – 0.04% while email is 0.07% for scheduled campaigns and 1.99% for automated messages.

How to combine social media efforts with email marketing to get the best results?

“Even though social media marketing is less effective than email marketing, the most effective strategy is taking a 360 approach and combining different marketing channels to achieve the best results,” says Greg Zakowicz, marketing expert at Omnisend.

Here are three ways brands can combine their social media and email marketing efforts to maximize their ROI.

1. Use email collection popups on websites. Attempt to capture emails from every single web visitor, including those coming from social sites. The more brands connect the social media and website experience the better their marketing efforts will perform.

2. Use behavior-based automated email. Automated emails generate 41% of all email marketing orders on only 2% of sends. These messages are triggered by user behaviors, such as abandoning a shopping cart or browsing products on your site, making them timely, relevant, and effective. With a 1.99% conversion rate, every order from email means spending less on retargeting campaigns on more expensive social media platforms.

3. Sync data with ad platforms. A brand’s email marketing provider should automatically sync with third-party ad platforms like Meta. This means brands can automatically update retargeting audiences on social media platforms, helping lower overall marketing costs and creating a better user web experience. 

“What’s hot isn’t always what’s best. From a business perspective, marketing is about maximizing ROI, and here is where email marketing is established, consistent, and superior. Say what you will, but email marketing isn’t dead. It’s just getting started,” says Greg Zakowicz.

The post Email Marketing Performs Seven Times Better than Social Media appeared first on SiteProNews.

●  The best time of the month is the beginning of the month

●  The best times of the day to send an email are 2 pm, 5 pm or 8 pm

The email marketing company Omnisend analyzed emails from January 1, 2019, to January 1, 2023, to find out what the best time is to send an email.

They found that people most often read their emails on Tuesdays and Fridays at the start of the month. They also prefer to do that either in the middle of the day at 2 pm, at the end of their working day at 5 pm, or before bed at 8 pm. These are effective times for a business such as a Vancouver tattoo shop or a realism tattoo shop to send emails to customers or prospects.

“Knowing a good time to send email can help businesses get the best results from their well-crafted email campaigns. Because businesses are in constant competition for consumers’ time, the attention to detail is crucial,” says Greg Zakowicz, senior email marketing expert at Omnisend. “However, it goes without saying: email timing is just one of many factors that can influence your campaign performance. A well-crafted email sent at the wrong time can perform better than a rushed email sent at the perfect time.”

Businesses should send emails in the middle of the week

Tuesday has an average open rate of 11.36%, but Wednesday and Thursday are very close with 11.33% and 11.29%, respectively.

On Friday the open rates are a bit lower, at 11.07%. However, the conversion rates are significantly higher than on any other day of the week, at 5.74%. This means that even though people open emails in the middle of the week, they make purchases at a better rate on Fridays.

Overall, experts still recommend sending emails in the middle of the week to get the best results for your emails.

“Test this to see which day works best for your brand. Some companies are seeing success sending out emails on low-competition days like Sundays,” says Greg Zakowicz.

Ways to improve your email strategy

1. Optimize your email frequency. Along with email timing, frequency is another factor that can have a surprising impact on each campaign. Sending more emails won’t necessarily lead to more orders. While once per week is a good starting point for most newsletters, the only way to optimize your email frequency is to test out different strategies over time.
   
   
2. Understand your target audience. Knowing your target audience is the most important thing in all of marketing. If you sell to customers in their 20s, you might not have any trouble generating interest in a 10 pm email.
   
   
3. Leverage email automation. With marketing automation, you can configure emails to be sent at specific times and then focus on other tasks. For example, you might trigger a cart abandonment reminder to send 24 hours after a user leaves your site. Include the customer’s name and unique product recommendations based on their browsing history.

The post What is the Best Time to Send an Email? appeared first on SiteProNews.