Here’s a headline that caught my eye recently: Why Marketers Should Keep Sending You Email. The headline on the McKinsey&Company web site introduced a study that shows how effective email remains. The summary on the McKinsey site says,

If you’re wondering why marketers seem intent on e-mailing you more and more, there’s a simple explanation: it works. E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined

We’ve said it here many times: Social media is great and should be part of your mailing mix. But email must remain a core element of your marketing mix. If you shift your digital resources to social media and abandon email, you will be far less successful. McKinsey notes,

Investments in (social media) channels are absolutely necessary for marketers to make increasingly sophisticated use of social networks and other channels to engage with consumers and convert interest to sales. However, marketers shouldn’t be too hasty in shifting budgets away from e-mail—they just need to take a few steps to harness the full power of the inbox.

Here’s a link to the summary on the McKinsey site. It includes great tips on how to improve your email marketing.

If you’re reading this post on our blog site (as opposed to a third-party reader), look to your right. There in the right-column you’ll see links to our social media pages AND a link to join our email list. We believe social media AND email are important parts of our media mix. But if the spend enough time online, you’ll visit countless sites that include links to social media without the “join our mailing list” form. So many businesses have made the mistake — putting all their eggs in the social media basket while abandoning email.

If you don’t think that’s a mistake, read the McKinsey study

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