[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-email-marketing-vs-social-media":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",51828,{"id":24,"name":25},"author-0301142015","Canto","2020-12-09T17:52:54","2025-12-19T13:34:31","Email marketing vs. social media: Choose the right channel for your goals","email-marketing-vs-social-media","Email marketing vs social media: Which is right for you?","Two very different tools for very different jobs. This side-by-side comparison of email marketing vs. social media will show you how to decide which is the best fit your marketing needs. ","Email marketing and social media are two of the most important channels in a digital marketer’s tool belt. But with two great options to choose from, it can be hard to know where to focus your resources. In this article, we’ll go over the pros and cons of email marketing vs. social media. Once you […]","Email marketing and social media are two of the most important channels in a digital marketer’s tool belt. But with...","\u003Cp class=\"wp-block-paragraph\">Email marketing and social media are two of the most important channels in a digital marketer’s tool belt. But with two great options to choose from, it can be hard to know where to focus your resources.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this article, we’ll go over the pros and cons of email marketing vs. social media. Once you understand their relative advantages, you can decide which channel is the best fit for your marketing goals.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-email-marketing\">What is email marketing?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Email marketing is a digital marketing strategy in which brands use email to:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Promote products and services\u003C\u002Fli>\u003Cli>Engage customers and leads\u003C\u002Fli>\u003Cli>Reinforce brand identity\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Because it requires having someone’s email address, email marketing is best for reaching people a company already has a relationship with, like existing customers.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--what-is-social-media-marketing\">What is social media marketing?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Social media marketing is a broad category of digital marketing. Types of marketing under the social media umbrella include:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Organic social media marketing\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Brands reach people organically when they attract social media followers and engage them by posting content and interacting with them.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190213\u002Femail-marketing-vs-social-media-linkedin.jpg\" alt=\"Canto's LinkedIn feed displayed on a phone screen.\" class=\"wp-image-51907\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190213\u002Femail-marketing-vs-social-media-linkedin.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190213\u002Femail-marketing-vs-social-media-linkedin-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Organic social media marketing is similar to email marketing in many ways. Followers usually already have some type of connection to a brand. They must opt in by following the brand’s social media accounts, just like email subscribers join a mailing list by purchasing a product or signing up to a newsletter.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Paid ads and promoted posts\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Some people consider digital ads a different category from social media, even when they appear on social media networks. However, the rise of promoted posts and ads that blend into news feeds have blurred the lines.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Because they reach beyond your following, paid ads and promoted posts are the best way to reach new customers, who might not know about your brand and products.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fwpen.canto.com\u002Fapp\u002Fuploads\u002F2020\u002F12\u002Femail-marketing-vs-social-media-facebook.jpg\" alt=\"Screenshot of Guinness ad on a Facebook feed.\" class=\"wp-image-51905\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Viral content\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s something of a cliche among marketing consultants: The customer wants content that’ll ‘go viral.’ Yeah, right. It’s impossible to engineer a viral moment, but when luck strikes, the payoff is huge.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">User-generated content\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">User-generated content is content created by a brand’s customers, users and followers. Because it taps into a brand’s community, it’s a great fit for social media. A classic example is a photo contest, in which contestants share their submissions using a hashtag on social media.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"432\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190214\u002Femail-marketing-vs-social-media-contest.jpg\" alt=\"Screenshots of an Instagram photo competition and winning photo of a mug.\" class=\"wp-image-51904\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190214\u002Femail-marketing-vs-social-media-contest.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190214\u002Femail-marketing-vs-social-media-contest-450x324.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--email-marketing-vs-social-media-key-differences-and-how-to-decide\">Email marketing vs. social media: Key differences and how to decide\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">No marketing team’s resources are endless, so should you focus your efforts on email marketing or social media? The answers to the following key questions will help you decide.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Who am I trying to reach?\u003C\u002Fh3>\u003Ch4 class=\"wp-block-heading\">Current customers\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Email marketing is for people your brand already has a relationship with. That means current customers and leads who gave you their contact information.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">New leads\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Social media is the best place to reach top-of-funnel leads and help people discover your brand. Promoted posts put your brand in front of new eyes, and targeted ads strengthen your brand’s relationship with leads after they visit your website. Even organic activity can reach new people if followers share your posts.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"387\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190211\u002Femail-marketing-vs-social-media-facebook-phone.jpg\" alt=\"Phone showing Facebook app open next to laptop.\" class=\"wp-image-51920\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190211\u002Femail-marketing-vs-social-media-facebook-phone.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190211\u002Femail-marketing-vs-social-media-facebook-phone-450x290.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">B2B\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Email is a natural channel for business communications. Someone scrolling through their personal Instagram doesn’t want to think about work right now. Work email is a ‘strictly business’ zone, where the problem your products or services solve is already on people’s minds.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That doesn’t mean B2B social media ads are never a good idea. New customers have to discover you somewhere. LinkedIn ads offer the best of both worlds, since you’ll reach people in a work mindset there too. Plus, someone scrolling through LinkedIn at work might have more time to engage with your ad than someone checking their email in a rush between meetings.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">B2C\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">If you’re marketing to consumers, you have lots of choices. Both email marketing and social media allows you to reach people when they’ve got leisure time on their hands.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"270\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-statistic.jpg\" alt=\"Graphic illustration of statistic: 91% of people say they want to receive promotional emails.\" class=\"wp-image-51912\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-statistic.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-statistic-450x203.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Some marketers worry that email marketing feels inherently spammy. However, as long as you’re thoughtful about your campaigns, you needn’t worry. Most customers don’t mind a reasonable amount of email marketing. In one \u003Ca href=\"https:\u002F\u002Fwww.marketingsherpa.com\u002Farticle\u002Fchart\u002Fhow-customers-want-promo-emails\" target=\"_blank\" rel=\"noopener\">survey\u003C\u002Fa>, a whopping 91% of respondents said they want to receive promotional emails from brands. Now there’s a reassuring \u003Ca href=\"\u002Fblog\u002Femail-marketing-statistics\u002F\">email marketing statistic\u003C\u002Fa>!\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What audience do I already have?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Both email marketing and organic social media require putting effort into building an audience. That takes time, so if you need to get a message out quickly, it makes sense to do so on whichever channel you already have contacts or a following.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What audience can I build?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Long-term, it’s worth investing in building an audience on whichever platform you plan to use most. For social media, that means encouraging customers to follow your accounts, creating sharable content and engaging with people and other brands.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"364\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-sign-up.jpg\" alt=\"Screenshot of knog website with pop-up email sign-up form.\" class=\"wp-image-51911\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-sign-up.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-sign-up-450x273.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If you collect customers’ email addresses, you may already have an email mailing list. If not, you can easily start making email part of how you do business. Use an online appointment booking system, or offer to email customers their receipts.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One of the best ways to build up an email mailing list is by converting your web traffic to email subscribers. \u003Ca href=\"\u002Fblog\u002Femail-sign-up-forms\u002F\">Email sign-up forms\u003C\u002Fa> on your website make it easy for your web visitors to sign up for your email updates.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">How much am I willing to pay?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Email marketing is relatively inexpensive. Decent email marketing tools start around $10-20 a month, and email marketing is especially efficient at scale. Unlike digital ads, where you pay per click, you don’t have to pay more for better email performance. As you build a bigger list and optimize your campaigns, you can get more conversions at no additional cost.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"341\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190215\u002Femail-marketing-vs-social-media-bidding.png\" alt=\"Screenshot of Facebook's ad bidding form.\" class=\"wp-image-51903\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190215\u002Femail-marketing-vs-social-media-bidding.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190215\u002Femail-marketing-vs-social-media-bidding-450x256.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Organic social media is also essentially free, but most social media platforms will limit your organic reach. To cast a wider net, you’ll need to use sponsored posts and ads. Social media companies are selling you access to their audience. That means you’ll reach people you otherwise wouldn’t, but it also means the platform takes a cut.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">How important are order and timing?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If you want to create an intricate and perfectly timed campaign, email marketing is the right tool for the job. You can set up an \u003Ca href=\"\u002Fblog\u002Femail-cadence\u002F\">email cadence\u003C\u002Fa> that nurtures leads through a free trial or keeps customers engaged after a specific purchase.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With organic social media, you have much less control over order and timing. Content appears in followers’ feeds based on complex algorithms. They might not see everything you post, or they might see posts out of order.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-cadence.jpg\" alt=\"Illustration of marketer sitting on laptop planning email cadence.\" class=\"wp-image-51914\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-cadence.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190212\u002Femail-marketing-vs-social-media-cadence-450x188.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Paid social media gives you a little more control, allowing you to schedule ads for certain times or target certain types of users. But email remains the more precise tool for both timing and targeting.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">How visual is my content?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">HTML emails can be a true work of art, but there’s a catch: All that beautiful email design is hidden behind a subject line. It only pays off after someone opens the email.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The opposite is true for social media, where newsfeeds are designed to showcase images and video. Beautiful infographics, photographs and video clips jump out at social media users and draw them in.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Plus, when people can view the content right in their feed, the barrier to doing so is lower than having to click through in an email.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"423\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190211\u002Femail-marketing-vs-social-media-natgeo.jpg\" alt=\"National Geographic Photography Facebook post featuring plastic pollution artwork.\" class=\"wp-image-51925\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Does the content have broad appeal? Would personalization help?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Email is the most personalizable type of digital marketing. You can address each recipient by name, creating a more intimate connection. Plus, \u003Ca href=\"\u002Fblog\u002Femail-segmentation\u002F\">email segmentation\u003C\u002Fa> makes it easy to send different emails to different groups according to their customer status, purchase history and more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Social media ads can be targeted too, but not as precisely. Facebook, for example, won’t know as well as you do if someone is your customer or a lead, or which product they purchased most recently.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Overall, your content on social media will need to work for a broad audience.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--let-s-recap\">Let’s recap\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Here’s a quick overview of which marketing goals each channel can help you meet:\u003C\u002Fp>\u003Cfigure class=\"wp-block-table is-style-stripes\">\u003Ctable class=\"has-fixed-layout\">\u003Ctbody>\u003Ctr>\u003Ctd>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>Email marketing\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Social media\u003C\u002Fstrong>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>B2B\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Email is a natural channel for business correspondence.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Maybe\u003C\u002Fstrong>\u003Cbr \u002F>Especially for reaching new leads on channels like LinkedIn.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>B2C\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>91% of people say they want promotional emails from brands they do business with.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Social media reaches customers and new leads when they have lots of time and attention.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Brand discovery\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>\u003Cbr \u002F>No\u003C\u002Fstrong>\u003Cbr \u002F>You can’t reach people unless you already have their email address.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Social media ads are the perfect way to reach people who don’t already know your brand.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Lead nurturing\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>You control the cadence of \u003Ca href=\"\u002Fblog\u002Flead-nurturing-emails\u002F\">lead-nurturing emails\u003C\u002Fa> and can design campaigns with specific triggers.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Maybe\u003C\u002Fstrong>\u003Cbr \u002F>Targeted ads reactivate social media users who visited your website, but the cadence isn’t precise.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Customer retention\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Informational content keeps customers engaged between sales and reminds them of your brand.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Content types designed for customer engagement usually works well on social media too.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Visual content\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>Maybe\u003C\u002Fstrong>\u003Cbr \u002F>Customers don’t see the visuals unless they open the email.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Social media is optimized for images and video. Eye-catching visuals will stand out in newsfeeds.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Segmentation and personalization\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Emails are extremely personalizable.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>No\u003C\u002Fstrong>\u003Cbr \u002F>Content must work for a broad audience.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Community building\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-left\">\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Subscribers feel like insiders with deals and updates delivered directly to their inboxes.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Yes\u003C\u002Fstrong>\u003Cbr \u002F>Customers can interact with your brand, and each other. User-generated content taps into customer engagement.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--make-both-channels-work-for-your-brand\">Make both channels work for your brand\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The question of email marketing vs. social media isn’t cut and dry. Both channels produce promising leads and meaningful brand interactions.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, they aren’t interchangeable. Most brands will need both an email marketing strategy \u003Cem>and\u003C\u002Fem> a social media strategy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As for which you should prioritize, consider each channel’s relative benefits and let your marketing goals be your guide.\u003C\u002Fp>",8,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190214\u002Femail-marketing-vs-social-media-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190214\u002Femail-marketing-vs-social-media-feature-450x263.jpg","Email inbox and social media ad displayed on phone screens.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190707\u002Femail-segmentation-feature-450x294.jpg",49527,"email-segmentation","Email segmentation: Organize your way to better email performance","Segmented emails perform better – a lot better. Learn how to group your contacts to get the most out of email segmentation.","\u002Fblog\u002Femail-segmentation\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184653\u002Fscaling-content-feature-2-450x263.jpg",60949,"scaling-content-marketing-on-a-budget","Scaling your content marketing on a budget","Digital asset management platforms allow content marketing teams to make the most of their budget and meet the content needs of growing organizations.","\u002Fblog\u002Fscaling-content-marketing-on-a-budget\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185920\u002Fabandoned-cart-email-feature_1-450x263.jpg",53638,"abandoned-cart-email","The art of the abandoned cart email: How to bring customers back and save the sale","80% of online shopping carts are abandoned. Fortunately, abandoned cart emails can bring those customers back. We've outlined the best tips and examples, so you can get more out of your abandoned cart campaigns. ","\u002Fblog\u002Fabandoned-cart-email\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789016506703]