Nowadays, when many businesses focus mainly on Facebook marketing, you shouldn’t forget about email marketing which, in many cases, is a much cheaper and more effective marketing tool.
If we take a look at the average data globally, we can see that by sending e-mails to your mailing list you can reach:
1) up to 47 times larger number of contacts, compared to publishing a free post on Facebook. Of course, posts may vary greatly, and, if a Facebook post is especially interesting, it can reach a much larger number of people than your current follower count – for free. However, today, after the last changes in the Facebook algorithm, the average free Facebook post can only reach 2-10% of your current page followers.
2) On average, 20.2% of the people who receive your email message interact with it (show interest and open it), while only 0.284% interact with (share, like, etc.) your Facebook post.
3) On average, links in an e-mail message receive 12.7 times more clicks than Facebook posts. Besides, Facebook clicks can be performed anywhere on your post – not just on your website link.
4) The costs of sending a single e-mail are, in most cases, very close to zero (for small databases with no more than 2 000 contacts – it’s free*). In cases of a bigger database, the costs depend on how much your service provider charges. However, since these services are usually based on a monthly subscription, a bigger number of e-mails sent and campaigns created means lower costs. At the same time, the costs of a single Facebook click usually starts from $0.20 (in the case of paid advertising). Besides, the more campaigns are created and clicks are received, the more expensive your ads get.
To sum it all up, although both the invested work and costs of preparing an e-mail message or Facebook post can be very similar, sent e-mails have a much bigger potential return in comparison to Facebook followers. That doesn’t mean you should neglect Facebook marketing, just that every business should have clear goals about why they are doing it and what are the planned long-term results.