“Go for an email address every time”

Feeling social media fatigue?

Are there just too many social media channels to keep up with just to build a relationship with your donors or customers?

Do you feel like you’re on a Facebook pendulum? One day you think Facebook is worth it. The next day its not?

Over the holiday break I came across some good data from Forrester that offers some sound advice:

“If you have to choose between adding a subscriber to you email list or gaining a new Facebook fan, go for email every time”



Because Mark Zuckerberg owns your data on Facebook. You own your email list.

The researchers at Forrester conducted a recent survey about social media and brand engagement and here’s what they found out:

  • US online adults who want to stay in touch with your brand are almost twice as likely to sign up for your emails as to interact with you on Facebook
  • Your emails get delivered more than 90% of the time [and opened by 18% – 30% of your audience], while your Facebook posts only get delivered 2% of the time
  • US online adults who want to stay in touch with your brand are almost three times as likely to visit your site as to engage you on Facebook –which makes investing in your own online “community” something to consider. Then, you can just use commercial social media platforms to send qualified traffic to your custom community.

I use Facebook every single day to help clients attract new leads, new event registrations, new donors, and new customers, so I’m not slamming Facebook.

Quite the opposite.

I find Facebook’s marketing platform very effective. Instagram is a great source of “top of funnel” leads too.

I *am* encouraging you to plug Facebook, Blogs, Twitter, and Instagram into your marketing plan in a way that works for you, rather than you customizing your marketing to fit their business model.

Use social media to acquire email addresses to help you get the clients, customer, and donors you want.

I took some time off for the holidays, but I’m back and will get back to my weekly video tutorial series on Email Marketing that Converts next week with what your 3 tried and true messages for your first welcome emails.

Keep an eye open in your inbox. I’ve got an exciting new FREE resource to make your life easier coming your way in addition to the video series.

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