Newsletter vs. Social Networks

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Far from going out of fashion, newsletters continue to establish themselves as a dissemination tool within the main digital marketing actions implemented by brands.

With the rise of social media, many companies have turned almost all of their strategies towards these channels, surely driven by the massive reach that these types of platforms offer.

Although we consider Social Media to be direct moving leads email list a fundamental part of all advertising and marketing planning, its movement is subject to constant evolution and transformation according to the demands of new generations.

The creation of newsletters and the use of email, on the other hand, have proven to remain relevant over the years without losing dynamism and interest.

Let's analyze the main differences between both dissemination channels:

Conversion funnel. Social media campaigns and social media activity are effective for expanding your brand's reach; however, sending newsletters works better for customer retention and loyalty. Content sent via email should be tailored to the phases of the users' conversion funnel so that they receive the right material at the right time. On social media, however, the content that generates the most engagement is that related to the initial phase of the sales funnel .


Metrics. The differences in results in certain key metrics also support the newsletter as an effective conversion tool. As for the ROI between one channel and another, in e-mail marketing the results are highly positive, with percentages exceeding 3,000%; on the other hand, in social networks we only find 28% (AcumbMail) .
Frequency. The frequency of content production and publication is also substantially different for both channels. While social media requires publishing content almost every day, newsletters can increase conversion rates much less frequently.
Personalization. An email marketing strategy with newsletters allows you to better segment your recipients based on interests, demographic data, funnel phase they are in, etc.
Inbox vs. Feed. Another crucial point in conversion is the tools of each channel. On the one hand, the feed; and on the other, the inbox. To achieve a great reach on social networks, you have to work on algorithms, relevant hashtags, publication times and attractive content that stands out. With email marketing campaigns, on the other hand, the main challenge is to take care of deliverability so as not to activate antispam filters.
Newsletters are digital publications that are sent by email at a frequency that may vary depending on the stage of the funnel in which the user is located.

Why Implement Newsletters in your Digital Marketing Strategy?
Implementing newsletters in your marketing campaigns is essential if you want to achieve results and meet specific objectives such as increasing conversion.

In email marketing campaigns , the people who receive your communications are those who have already shown interest in your content through various actions (subscription, downloading material, etc.).

The benefits of developing newsletters are varied:

Email has a longer life cycle than social media.
91% of marketers check their email at least once a day.
Email is a primary lead generation channel for 89% of marketers.
80% of consumers choose email as their marketing communication channel.
Keep in mind that everyone who subscribes or exchanges their email address in exchange for relevant material will be predisposed to receiving your content: they are interested in it and are happy to be its recipients.

Obviously, content is the star of any marketing campaign. Email marketing can be very effective if your content is crafted based on what your target audience needs and is really interested in. You need to make sure you provide value with every communication you send.

And this is where segmentation comes into play. Working on segmenting your contact base will allow you to send the right information at the right time to the right people.

Detailed segmentation increases the chances of converting leads into customers, making the most of all resources, and generating a high return on investment.