However, 2017 has been a hard investors email lists blow for several companies that had Zuckerberg's social network as their number one priority, leading to a situation in which they reconsider email marketing as their number one priority.
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Big changes at Facebook
Email marketing on social media
Three great reasons to bet on email marketing
Big changes at Facebook
In April 2017, Facebook introduced the “Explore” section (with a rocket icon), where users would now find videos, news, and other stories for users as suggestions (i.e., that they think might interest them); this was a silent implementation to “ separate ” the content of the pages from that of each person’s friends.
And that's not all. In October 2017, Facebook began a series of tests that have given more than one content publisher a headache. Since April 2017, the "queen" platform of the social media world began removing posts from the pages that its users follow from its main feed, thus dividing the news wall into two parts.
This would mean a momentous change in the way Facebook displays its content, and if it were to continue in the rest of the world, each user's main feed would only show posts from friends and paid ads, leaving organic posts from the pages that the user follows in a second tier (and in another section).
How eCommerce and email marketing saved my honeymoon
Email marketing on social media
With all of the above mentioned, the “ social media game ” changes for many, since there are quite a few brands that had their main bet on Facebook.
In fact, some content managers are beginning to bet on networks like Instagram or Snapchat, while others are looking at a solid ally that has been accompanying them in the digital field for two decades: email marketing.
As I mentioned at the beginning of the article , all of the above is not a presumption but a fact that is fed by both trends and data. And to confirm the latter, we can rely on studies such as those of SocialFlow in 2016 , in which the platform analyzed more than 3,000 brand posts on Facebook and found that organic reach, since then, had already fallen by more than 50% for the Facebook pages of different companies and organizations.
Three great reasons to bet on email marketing
Weighing email marketing against social media (taking Facebook as the most important example of this), I would summarize that there are 3 major advantages that you should take into account and reflect on to know how to balance your time and budget in digital matters.
First of all, consider that email marketing gives you your own, fully captive audience . That is, your database can accumulate potential and already established consumers, and they are always within reach of a newsletter.
Then, consider the fact that email will “never die” – that is, the channel has evolved a lot and has even gone through a stage of “latent death”, but it has never disappeared and has been ever present on the map of brands for 2 decades .
Finally, email marketing has a somewhat simpler equation than social media . What I mean by this is that once the user is in your database, the possibility of the message reaching the recipient depends merely on avoiding some errors or bad practices ; this is not the case with the social media ecosystem, where the delivery and display of messages is usually altered by changes in algorithms and other situations that are often beyond your control.
