If it’s been said once, it’s been said a thousand times — Don’t build your content business on rented land like a social media network. Build it on something you actually own, like your email list.
But, the latest social buzz seems way more sophisticated and advanced than some old-fashioned email subscriber list. Who even checks their email anymore, anyway? Emails are so 2010.
Well, a lot of people still check and engage with email – including your desired audience. Emails are one of the fastest ways to convert your audience from a rented location on social media to an owned platform where you control access.
The Value of Email Over Social Media
The Tilt had a great article with eight statistics based on industry titans and aggregate research that prove email subscribers are still around — and are a powerful tool to expand your current content audience — such as:
- Americans average three hours a day checking work email and two hours a day checking their personal account. That’s 300 minutes total spent checking email every day – 10x the time spent on any other social site.
- The average Facebook post organically reaches about 5.2% of a page’s followers. That means only one of every 20 people who want to see your content will. But with email, MailChimp reports the average email open rate across all industries was 21.33% in 2021. That means one of every five subscribers not only sees but opens your content. Even better for content entrepreneurs? The average “hobby” email was opened by 27.74% – that’s more than one in four subscribers.
- The average click-through rates (CTR) – the percentage of people who both saw a post and clicked the link featured in it – were astronomically low for all social media platforms with only about one of every 100 followers will bother clicking a link to your owned content, while the average CTRs for emails across all industries was a whopping 10.29% – 10x greater than social media post clicks.
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