How do email marketing platforms and social media systems compare with each other? Both are useful for a number of communication tasks but they also offer features unique to their type of program. To give you a better idea of the uses of email marketing software vs. social media software, we will be answering the following questions in this article:
In the age of modern technology, emails and social media have become the standard mode of communication among individuals. This is why it comes as no surprise that even businesses use these channels in reaching their target audiences. But which medium is best to capture the attention of potential leads as well as your existing clients?
The recent years have seen the rapid growth of new technologies. In the area of information and communication, social media is king. However, despite these, marketers continue to go back to email. This is because, for the past ten straight years, the channel creating the highest ROI for marketers is email. A McKinsey report says that when it comes to gaining new consumers, email marketing had been found to be 40 times more efficient compared to social media channels like Twitter and Facebook. In terms of ROI, email marketing can create $38 for every $1 spent.
However, this doesn’t mean you should immediately purchase an email marketing software and rule out the use of social media tools. Both offer notable features that will help your marketing efforts reach new heights. All you’ll have to do is weigh the pros and cons that come with each platform, and decide which one will be more useful for your business.
To help you further understand the role of email marketing software vs. social media software, we have analyzed their strengths and weaknesses as well as compared their performance in a variety of aspects. This way, you can better gauge if your operations only require one of the two or both of these programs.
Email and social media management tools are created to handle the communications aspect of marketing. They are both used as channels to tap your target market, close in on leads, as well as nurture your existing clientele. However, they have different focuses and roles in the sales funnel.
Email marketing platforms aim to assist marketers and entrepreneurs in managing promotional emails such as event invitations, newsletters, and ads. Oftentimes, this software solution enables users to target prospects and distribute content efficiently while reducing marketing costs. Its key features include email tracking, newsletter delivery, autoresponders, email customization, and CRM integration among others.
While used for contacting qualified leads in order to convert them into visitors, emailing systems are often found utilized the most near the endpoint of your lead pipeline. It is the ideal mode of communication when you are sealing deals with supportive patrons as well as managing leads who are just moments away from becoming paying customers.
You can check out our email marketing software comparisons for a few most popular solutions.
On the other hand, social media management systems are applications that simplify the monitoring of multiple social media accounts for the purpose of marketing. It is useful for tracking inbound and outbound brand mentions, boosting a business’ internet presence, and rolling out social media campaigns. Some of its main functions are social advertisement management, campaign creation, social analytics,and social sharing.
Unlike email software, social media management systems are often most useful at the top of the sales funnel. Crucial for lead generation, it is effective in initiating that first interaction with your target market. You use it to attract visitors, giving you a chance to truly engage with them to see if there’s a good chance for lead conversion.
Social media and emailing platforms are used in different stages of the customer’s journey, but they share many similarities. Both are great tools for building your brand, spreading information about your products and services, and tapping your target market. These programs also share a number of features that let you plan, execute, maintain, and measure marketing campaigns. However, there are tasks wherein one program outshines the other:
No matter what type of software you purchase, you can get the most out of your money by maximizing the functions that the platform has to offer. However, between emailing and social media systems, the former will help you yield a better profit. This is shown in a 2016 study by GetResponse where 21% of marketers stated that email management software delivers the highest return on investment compared to other types of platforms. Social media management platforms only came in second with 15% of the respondents backing the system.
Other than catching the attention of potential customers, the lead generation process requires entrepreneurs to expand their reach. The best way to do this is by using social media. This channel allows you to post information about your business, advertisements about your product, or promote some of your company’s events without having to pinpoint the people who needs to see it. By using social media management platforms, you can publish content much easier as well as tap a wider pool of leads. And, unlike emails, social media allows you to facilitate dialogues with your audience, making your approach seem more personable.
Generating leads can be difficult. But, what’s even more challenging is retaining their attention and leading them down the sales funnel. To do this, you will need to take a more proactive approach to nurture them. The best option to accomplish this task is email management software. These platforms offer a more targeted approach in the sense that you get to filter the information you send depending on the customer category they fall in. With social media, you won’t be able to screen who sees your posts and who doesn’t.
Understanding what your clients think about your company is crucial in forming future marketing campaigns. To do this, you must be able to monitor what your customers are saying about your products and services. In this regard, social media software reigns supreme. This is because these platforms are equipped with tools that can track brand mentions and help you gauge the impact of your campaigns on a granular level.
Most emailing management and social media platforms are multifunctional and have overlapping purposes. This is why, in some cases, purchasing just one of the two can power your marketing campaign’s communication efforts. But, this might not be advisable in the long run. Here are some reasons why:
The use of emails and social media is important for your marketing campaign, and taking advantage of both channels can help you attract more leads. Ideally, you should incorporate both systems into your operations because they tackle different communication channels. This way, you’ll have specialized platforms for various purposes. However, it’s not completely necessary.
For small startups and medium-sized businesses, there might not be a need to purchase both types for marketing software solutions. You may choose one of the two depending on your current priorities. If you conduct your business mostly via Facebook, Instagram, or similar sites, then choose a social media management platform. Meanwhile, if you have a tendency to use emails to connect with your clients, then choose an email management system.
Should you feel like you’ll be needing the functions of both programs for your operations but don’t have financial resources to spend, you don’t have to worry. As mentioned previously, there are many vendors out there providing emailing software with basic tools for social media management and vice versa. By finding a software provider with this option, then you can hit two birds with one stone while saving a few bucks.
Are you looking to invest in both software solutions as you grow your business but unsure which one to buy first? For new businesses who are looking to get their brand’s name out there, it is better to purchase a social media management tool first. This should help you in establishing your online presence and getting initial leads to feed into your email marketing campaign later on. However, if you already have a substantial amount of existing clients as well as qualified leads, then an email marketing platform may be more useful for you. This is because emails can be more personable compared to social media posts, and they are ideal for lead nurturing. All in all, the decision lies in the status of your business at the moment.
Considering all the pros and cons that were weighed throughout this article, it is safe to say that no software is better than the other. Email marketing tools and social media management systems may have different features and uses, but they are equally useful for your campaign. Whether you choose to purchase both or utilize only one of these programs, you can be sure that having these tools at your disposal will help you make strides in your marketing efforts. All you have to do is understand their respective strengths and weaknesses to be able to use them to their full capacity.
Now that we have discussed the uses of email marketing software vs social media software, you can now start browsing for a program for your business. Below, we have listed down some great examples of these platforms to help you narrow down your search. If you would like other options to choose from, take a look at our article on the top email marketing platforms as well as our compilation of the best social media management systems available on the market.
Whether you own a startup or an established enterprise, any promotional campaign you plan requires thorough preparation and sufficient knowledge on the tools you intent to use. In this case, understanding which kind of software you need is key in achieving your marketing goals. Hopefully, through this article, we were able to shed some light on the various features of email marketing software vs. social media software. If you have questions about the topic, please don’t hesitate to leave a comment.
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