It Should Have Never Been Social Vs. Email

Read my MediaPost Email Insider columnEmail marketers have endured years of misguided “email is dead” rants from folks whom believed social was superior, but it appears that the script has been flipped. Increasingly, headlines like Email Is Crushing Twitter, Facebook for Selling Stuff Online, Why Email Punches 100x Above Social Media and Stores Seeking Shoppers Find Email Outdraws Facebook are the norm.

It’s looking more and more like social—after reaching the Peak of Inflated Expectations with Facebook’s IPO—has plunged into the Trough of Disillusionment a la Gartner’s Hype Cycle. While I’m not immune to the schadenfreude of the role-reversal and appreciate that folks are acknowledging email for the sales powerhouse that it is, it has become abundantly clear that email vs. social was never a fair matchup.

Email and social each excel at communicating with consumers at different points in the sales funnel and for different purposes. Email vs. social makes no more sense than…

>> Read my entire Email Insider column on MediaPost.com

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