If you're like 55% of marketers, you'll see a significant drop in engagement on Facebook pages as they change their algorithms to encourage " more meaningful social interactions with family and friends ." While social media platforms are certainly an important way to connect with your audience, it's becoming increasingly clear that doing so means you're communicating on someone else's property, not your own. You do not own the relationships, channels or data and are therefore at the mercy of how other platforms decide to distribute your content. 100,000 followers on Facebook, Instagram, Twitter or LinkedIn is hardly the same as 100,000 subscribers on your newsletter. Assuming you hit 99% of your inboxes and get a decent 20% open rate, you're already well above the rate of Facebook followers who even got a chance to see your post. Back in 2012, Facebook’s organic reach hit an all-time high of 16%, and it dropped to 6.5% in 2014, and thanks to changes in Facebook’s algorithm this year, brands’ organic reach is around 2%.
While social media offers the benefits of personalization and targeting in ways we didn't know were possible just a few years ago, email marketing is all around them, and it's actually an audience based on explicit permission. Of course, this is becoming increasingly important in the new era of data privacy and GDPR. So the question is when do you want to use paid and organic content on social media platforms? Are you paying for one click on your website, or are industry mailing list paying for the start of a warm and recurring relationship with your audience? By growing your email list and building a quality, permission-based relationship from there, you are creating value for your property. To compensate for the waning influence of organic reach on social media platforms, it’s important to apply what you’ve learned from social media personalization and data analysis to your email marketing. Email Marketing and Personalization Email offers the unique ability to personalize content for your audience - who they are and what they like. Personalization goes beyond just shouting out their [First_Name] and allows marketers to curate content, links, images and even videos based on whatever data and metrics you receive from your users.
This is especially true for online retailers, who benefit more than many other brands with advanced data including purchase history, location, and more. However, only 39% of online retailers today send personalized product recommendations. Personalization can seem daunting at first when you think about tailoring a message to everyone on a list that can run into the millions. However, personalization does not need to be a one-to-one relationship, but rather personalize your content into broad categories such as interests, behaviors, or any attribute that can be shared by many people. If you know an email address is associated with an attribute through previous email engagements, your website or any other data collection method – you can use this to personalize future emails.