Is Email Really The Best Marketing Conversion Tool?

Group of Multiethnic People Discussing Social Media

If you’re brand isn’t converting via social media, then you’re simply missing the mark. Let’s face it; if social media and content marketing was easy, then everyone would be good at it. That’s just not the case. In fact, Gary Vaynerchuk has an awesome post on this very subject pointing out the distinct difference between a mechanic and a tool, clearly demonstrating that the magic resides in the mechanic and not in the tool.

While anyone can use the tools, we all know how difficult it is to find a good, knowledgeable and trustworthy mechanic. One who knows how to use the right tools for the right job.

Speaking of tools, AddShoppers offers a unique tool to help measure the flow of sales by channel and by industry. So, for example, the Health & Beauty industry sales by channel looks like this:

social-conversions

Where is email in this mix? At the #1 spot in conversions, maybe. But look where email is in average order value and also at all other metrics; including percent of total shares. Did you expect that? On the flip-side, Google+ wins the average order value at more than 43% greater value than email. Facebook wins in nearly all other categories, especially percent of total shares.

Now this mix isn’t the case with other industries, but given this data from AddShopper, email generally falls at, or near the bottom of the list, in most all categories, across all industries.

What’s happening, here?

Like tools, social media platforms are also unique and used for specific reasons, by certain types of people, looking to accomplish specific things. The biggest mistake we see brands making in social media is speaking the same way across all platforms. This simply doesn’t work. Never mind that social media sites were never invented to sell stuff to begin with.

Because each social media platform – indeed each customer channel – offers a different type of experience, they each need to be optimized differently.

You can learn more in two of our recent posts:

  1. Situational Search Advertising. Right Message. Right Place. Right Time
  2. Social Commerce Tactical Guide 2015

Ultimately, the context of your message; the channel, platform and touchpoint experience will all differ, depending on what you’re selling and to whom you are selling it.

That’s why cross-channel strategies, or what one of our clients calls “coordinated campaigns” are so powerful and deliver such good results.

Think about your customers’ journey in these various channels and touchpoints and to optimize each one. Need our help? We’d be happy to work with you.


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his Google+ profile.





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