Social media may be popular and easy to use, but that doesn’t mean it’s effective or evidence-based in terms of its ability to create customers, build businesses or grow revenue. Year after year, email wins the marketing gold medal and stands as the cornerstone of almost every major business on the planet. It consistently outperforms every other digital marketing channel; YES, including social media! Today, let’s delve into the reasons why email marketing reigns supreme and why it should be one of the pillars of your marketing strategy.
First, Let’s Discuss The Pitfalls of Relying Solely on Social Media
Relying solely on social media for your marketing efforts might seem tempting, but it’s a risky strategy that can have detrimental effects on your doula business:
1. Platform Dependency
Social media algorithms change all the gd time, negatively affecting your visibility and reach. An update in algorithms can drastically reduce your content’s visibility, leaving your marketing efforts at the mercy of these changes. Email marketing isn’t affected by algorithm changes.
Only 2-5% of your followers ever see what you post on social media. Depressing, I know. But with a strong email marketing game, you can expect 20- 50% of your subscribers to open and read your emails. Hell yeah. My own email open rate is 47% as of the writing of this blog.
3. Limited Creative Control
Social media platforms control the entire user experience. You’re restricted by their rules, guidelines, and regulations, which limits your creativity, your self-expression and therefore your ability to engage with your audience effectively. With email marketing, you can say whatever you want, without fear of getting your account shadowbanned, deleted, or restricted. Considering the controversial topics that doulas, midwives and reproductive justice advocates talk about on a daily basis… I’m thinking you should definitely start creating content on a platform that allows for complete freedom of speech.
4. Shallow Engagement
Social media interactions tend to be fleeting and shallow. Users doom scroll through countless posts quickly and constantly, and this makes it challenging to capture their attention, stand out from the noise and build meaningful relationships.
5. Shelf life
Because social media posts have such a short shelf life (they’re long gone after just a few hours, swallowed up in the newsfeed jungle) you are stuck on a never-ending content creation hamster wheel. But with email marketing, you can create assets and automate them, so your emails continue to provide value long after they’re written. Example: I created a series of emails two years ago and set it up to roll out automatically so that everyone who subscribes gets a series of 40 automated emails; one email every three days. In other words, my audience is nurtured with high-value content twice per week without me having to lift a finger.
The Irrefutable Case for Email Marketing
So, why is email marketing the King of Marketing? Here are a few reasons:
1. Direct and Personalized Communication
Email marketing allows you to communicate directly with your audience, delivering personalized messages tailored to their interests and behaviors.
2. Higher Conversion Rates
Emails have a higher conversion rate compared to social media posts. People who subscribe to your emails are genuinely interested in your offerings and are therefore more likely to convert into paying customers. Put another way: Statistically, most of the people who “like” you on social media aren’t potential clients; they’re not quality leads. Anybody and everybody can “like” your page, because clicking “LIKE” of “FOLLOW” is super easy and only takes a nano-second. But the people who go out of their way to visit your website, give you their email address, and intentionally join your newsletter… tend to be higher quality leads and potential customers. They’re putting effort into getting to know you and obviously want to hear what you have to say.
3. Ownership of Data
With email marketing, you own your subscriber list. This valuable asset provides you with control, allowing you to nurture leads, build relationships, and market your products or services without interruption.
4. Dolla Bills, Ya’ll
When it comes to generating revenue, email marketing has proven time and again that it’s a force to be reckoned with. Studies consistently show that email marketing outperforms social media in terms of both customer engagement and revenue generation. According to a report by Campaign Monitor, for every dollar spent on email marketing, businesses can expect an average return of $44. This is the highest ROI of any marketing channel.
5. Automation and Analytics
Email marketing platforms offer automation features that save time and enhance efficiency. Additionally, detailed analytics provide valuable insights into your audience’s behavior, enabling data-driven decision-making.
While social media may have a place in your marketing strategy, it shouldn’t be the whole strategy. Email marketing stands tall as the most reliable, efficient, and cost-effective method to demonstrate your expertise, drive revenue, and build lasting customer relationships. By incorporating email into your overall marketing strategy, you’re investing in the long-term success and sustainability of your doula business.
Not sure where to start when it comes to email marketing? The platform I love, trust and use for email marketing is Flodesk. They have the sexiest, most gorgeous email templates on the planet AND they’re a woman-owned and operated company. This lil link will give you a free trial PLUS 50% off. Now go forth and turn those Facebook “followers” into email “subscribers”! Cheers!
Questions? Comments? Drop a message below and I’ll get back to you ASAP.