10 Ways the Email List Crushes Facebook

With people still ranting about how Facebook is rising I wanted to bring light to something that never went away. Email marketing. For whatever reason people always flock to the newest instead of the proven. Well today I’m going to give you 10 reasons on how the email list crushes Facebook.

Am I a hater of the social media giant? No, I am aware of people who are doing well with the social network, but I want to bring justice to all platforms and show where you should really be focusing your time. And guess where that should be?  The email list.

Let’s go ahead dive in and learn these cool ten ways email beats Facebook.

1. Email has higher exposure rates

As popular as Facebook is, it is yet to compare to email marketing. One way this is true is by studying your insight statistics built within both of these platforms. According to Social@Ogilvy the reach of Facebook has been cut in half within the last year. The reach went from 12% to 6%.

Facebook Organic Reach Chart

Compare this email,  according to Mailchimp the average exposure is around 20-23% open rate. To me this low. I receive a 35% open rate on average and have gotten a 47.2%. This means the results can be 6x if not more than Facebook.

Now imagine click rates? Facebook actually punishes statuses with links. You are going to get less reach with any status with a link. I understand that Facebook wants to keep it’s users safe and that its a cold world out there, but this doesn’t help me anyway (or you).

2. Cheaper

In order to get the same results as you do with email you must pay Facebook. You’re already paying out of pocket what was already natural for email marketing. But let’s ignore this for a minute and pretend they are the same in exposure. How would the ROI compare?

DMA National Report (May 2012)

According to this graph by the DMA, the ROI is much higher for email than Facebook (Social Media). Email is 67% compared to social networking which is a 12%.

The reason being is:

  • Email has been around 10 years longer
  • More people use email (3.3 billion)
  • People trust email more than social media
  • Social media is about connecting
  • Custora study shows email customers are 11 percent more valuable than average
  • Facebook customers are average, and Twitter customers are 23 percent less valuable than average

All this revolves around one thing, trust. If you survive in the inbox and surpass all the filters you have more opportunity to build trust with the reader. Once you build trust, if that reader has money, they will buy from you. The larger your list, the more opportunity you have to make more money. People simply trust and buy more from their email accounts than Facebook.

3. Not controlled by a company

Facebook is owned Mark Zuckerberg. Email is owned by no one. Just like the internet, email is a community. Sure you have providers like Gmail, Yahoo, MSN, and others, but they do not own all email platforms. They only have a piece of the pie.

They only manage and protect users from spam. That means no one controls email and that it’s open game for anyone who doesn’t spam and follow the guidelines laid down by CAN-SPAM Act.

This is great for us and keeps the results amazingly high. Facebook on the other hand controls and manages anything organic. To see any success from Facebook anymore you must pay for it. Hardly anything is organic from this site. So if your budget isn’t high this year, neither will your success.

4. You own that list

We work hard to build our list. We direct traffic to our lead pages by guest posting, paying for ads, and providing great content just to have a healthy list. The effort is worth it because we own that list. Reason being is because that list has one thing in common and that’s you.

Even if someone was to hack your account and steal your list, it probably wouldn’t benefit them anyways. Why? That list becomes use to you and will buy because it has learned your personality and style. If they have stayed this far it’s because they like you and the content you provide. Therefore this list is only profitable for you. That’s why Mailchimp and others made sure you had permission before adding any emails, if not those people will unsubscribe within no time.

Yeah someone could make profit for a little while. But down the road people would catch on and eventually unsubscribe.

5. You can personalize that list

With email providers today you can personalize the broadcast of emails. You can give that email more of a warm feeling by adding their name and such. You can add almost anything, but you must capture it at the sign-up.

For instance, if you ask for their name and email when they sign-up, that’s all you have to include in the email.

Personalized Email Example

You can personalize with their name and bring more connection. I only suggest asking for the name and email anyways. Anything more than that could be a turn off and leave you with less emails and contacts.

Can Facebook do this to a fan-page of 100k and greet everyone by name? Please.

6. Break your list down into categories

You can break down your email list however you like. You do this to keep track and keep your list organized. You can break it down by location, gender, age group, and etc. (if you collected this information). You do this to target the users on that list. The more focused you are with this, the better the results. The user will feel more connected when they see you know a lot about them. You can make a list of 10,000 feel so close to you simply because you took the time and organized everyone in their groups. Sales will improve when people feel like you know them.

By breaking down your list into smaller list you can zone in on your users. Like in my situation I could break down my email list into smaller list in which I have captured names separating those from which I have not. I could also break my list down into time periods. If they signed up in September, I could mention that to let them know I remember. If I captured more information about them, I could break down each list based on those factors. Why would I go through all of that though? To make that person feel special. I would stick out so much compared to others simply because I took the time to organize my users into categories.

7. “The money is in the list”

Many famous bloggers are known for this quote. People like Michael Hyatt, Pat Flynn, Derek Halpern have all said it. All of these in which make good money, and we’re talking millions in some situations.  The reason being is because email is one-on-one.

As for Facebook? You could see hundreds of statuses in one day. It means nothing and people aren’t logging into Facebook in order to buy something. It’s to connect, entertain, learn, and remind.

As for email? It’s almost required to buy anything anymore. Like delivered pizza, membership to a blog, or to pre-order that next video game. People are use to this buying with their email and have done it for over two decades. So when someone is willing to give their email, that’s a step closer to their money. Getting a like from Facebook means nothing.

8. You’re more valuable with a list than social followings

What makes a brand valuable these days? It’s the following of that brand/person. What determines the sponsor pay between two blogs/podcast? The people following that brand.

If you have a healthy list, people are willing to pay you to advertise and mention their products to that list. It’s all based on your following though.

How do you measure following these days? Sponsors focus on the size of the email list,  because social networks are full of fake followers. By pulling insights from your blog, and email list you could land a sponsor ad of your dreams.

Sure social network followings help too, but unless you can prove those people are real, it’s not helping. If you have 30k followers on Twitter and no retweets within the last month? Hmm… I wonder if that will convince someone to pay you a fat check this month? Let me answer that for you. Um, no.

9. Facebook requires email to login

Even the login on Facebook shows what’s the best way to get a hold of someone. Email has 3 times the users Facebook has. No wonder Facebook asks for an email, what else could it ask for and make sense? Nothing really, email is still the gold standard for websites including Facebook which is #2 on the internet.

10. Email is filter by content, not by money

One thing about email is that it has filters just like Facebook. Not as strict as Facebook, email uses this to track spam and give users a greater experience. Facebook announced in 2014 that money would be the way to bring great content to the top and filter the rest. To me, that only brings businesses to the top with marketing agenda.  Not like email filtering which is based on content.

Filters like the tab system (created by Gmail) has given each email it’s rightful place. So instead of just disappearing altogether completely like it does on Facebook, each email is filter by the content that is within. If you have a message that isn’t too salesy, you can hit the Primary Tab. By simply bringing value and establishing connection you will be seen by your list. For Facebook, money is the only way to be seen at the highest exposure to your fanpage.

Understand I don’t hate Facebook, but I hate it when people just flock to the newest toy. I know it’s the way of the new age, and everything is about being cool. I just hate to see people spend so much money when they don’t have to. We must advertise and be everywhere, I know this. But spending your money where the highest ROI lies, that too is a great strategy. So by focusing on the email list, you could grow your efforts faster than you could Facebook. Hope this helps you today along your business journey! Thanks for reading.