Why Email Is Eating Social Media’s Lunch

Why Email Is Eating Social Media’s Lunch

Email isn’t sexy. You never hear anyone talk about it the same way that they mention Facebook, Twitter, Instagram – you know the ‘cool’ places where people are being social and building communities of ‘raving fans.’ I’m going to let you in on a secret: email is stronger than ever, especially with the customers who matter most: your existing customers. The ones who have a history of doing business with you and who are most likely to buy from you again. Look – over the past year or so, Facebook has been reducing “the organic reach of postings.” In plain English that means when a business posts on Facebook, less than 6% of your ‘fans’ will see it in their news feed. So if you have 100 followers and post something on your business page – maybe, maybe 6 people who liked your page will see it. With even more recent changes, that 6% is expected to plummet even lower. In some cases, companies have seen their organic reach drop to 2%. TWO PERCENT. All those posts you’ve written, all those really cool memes you’re sharing, all those questions you’re asking to start ‘conversations’? Next to no-one sees them unless they go to your Facebook page. I’m not saying it doesn’t happen at all – but, from personal experience, the News Feed pretty much IS Facebook for most people. The long and short of this: if you want to be seen on Facebook, even by your fans, you have to pay. And that’s fine – it’s just not what most people think of when they talk about using social media. When...