7 Email Statistics You Need to Know

Nancy Author

"If Social Media is the cocktail party, then email marketing is the ‘meet up for coffee.’ The original 1 to 1 channel."

 – Erik Harbison

LinkedIn recently introduced a new feature: the option for members to publish up to five newsletters in multiple niches.

The Newsletters are long-form content, similar to the LinkedIn articles.Think blog posts - only the content doesn't live on your company website. The newsletters are hosted on social media, and LinkedIn members can subscribe.

When it comes to visibility online, we want to take advantage of the most efficient content distribution channels available. 

While there are benefits to starting a LinkedIn newsletter, a better way to nurture your audience is to build your email community on your OWN real estate - your email list.

Email Newsletter distribution doesn't have to be an either-or scenario. But when weighing the pros and cons, those hosted on LinkedIn are a good supplement to the newsletters you send via your email provider to your own email list.

Here are seven reasons why personalized email beats social media any day:

1. Cost-effective. 

Email remains one of the most cost-effective and popular marketing channels worldwide.

According to Statista.com, in 2022, about 50 percent of marketing professionals reported a two-time improvement rate in their email marketing campaigns' return on investment (ROI) rates. Another 12 percent marked a four times larger ROI rate than their 2021 one.

2. Effective marketing.

Let's face it: social media gets busier than an international airport. In my ABC signature system, I train on using social media to create awareness among strangers and attract your target audience online. Then, you want to move to email and start building relationships with your leads. Having your own newsletter means you are not a slave to the ever-changing social media algorithms - competing with all the noise online, which brings us to reason number 3.

3. Fewer distractions.

We live in the attention economy, and our attention span is said to be that of a goldfish :-) Email newsletters are better 1-to-1 opportunities to connect with your audience. You can send updates, conduct surveys, or surprise birthday greetings as my favorite airline does. They always include a discount coupon for my next flight. Thus demonstrating an excellent way to make offers and convert sales with email. 

The email "Reply" option also facilitates mutual and private communication away from scrollers, lurkers, and your competitor's eyes on social media. 

4. You own your list. 

Shadow banning and suppressing voices online happens more often than we know. Should social media de-platform your accounts (like they did Donald Trump) or your website be technically down, email gives you a quick and better way to communicate with your leads, prospects, consumers, and community on a 1-to-1 basis.

5. The fortune is in the follow-up.

Market research reveals that consumers are more likely to purchase based on regular communication with a business or brand. Often, your leads need more time to be ready to make a purchasing decision. You can help their buyer's journey with follow-ups. Your email list is a great place to offer exclusive content and special deals only available to active subscribers. You also can't segment your readers for cross or upsells on LinkedIn newsletters.

6. Out of sight, out of mind?

This reason is similar to #5 but from a consumer perspective. Like me, you may also regularly stay away from social media noise for days, weeks, or even months. A LinkedIn notification would not convince me to interrupt my break and log in to read a newsletter. And because statistics prove it's easier to sell to an existing/former buyer than convince a new one, email nurtures the consumer-company relationship. 

When you send your subscribers regular educational and value-adding personalized newsletters, you stay front and center of their radar. Translates, you'll be among their 1st options whenever they're ready to buy because you've been in sight!

7. Better reach. Because (almost) everyone checks email daily.

Granted, we all receive many emails, but the fact is, there's less competition for you to stand out in your reader's email inbox than on social media. On days when I stay away from LinkedIn and all notifications, I could still get a company newsletter, and they would have my undivided attention for a few minutes. As the infographic below reveals, there are way more daily email readers than social media/LinkedIn users.

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Does your brand have an email strategy that nurtures your leads, builds relationships with your prospects, and delights your existing buyers?

Let's talk about how email campaigns can increase your sales. Learn more here.