The huge advantage of email over social media is that prospects and customers are more likely to see an email than social media. Just posting something on social media doesn't mean that everyone you want to see your message will see it. However, an email will sit in an inbox until it's read (or deleted).
Ideally, email marketing should go hand in hand with social media. Adding social media "Like" or "Share" buttons to your marketing emails gives an additional way for customers to connect with your brand. Snippets of positive reviews from social media fans can be included in emails, and conversely, social media postings can be used to encourage fans to subscribe to your email newsletters.
In the age of social media, it's tempting to write off email. But consider the following statistics:
91% of email users check their email at least once a day.
Email marketing returns an impressive $42 for every $1 spent.
59% of survey respondents say email influences their purchase decisions.
Email marketing has a conversion rate of 2.3%, compared to 1% for social media.