Maximizing Email’s Power Over Social Media

With so much focus on the importance of social media in content marketing and advertising, we must not forget the significance of email. Social media is a powerful tool to develop awareness and consideration, but email is king for retention and connection. In fact, email is three times more effective in attracting customers than Facebook and Twitter combined.

For nonprofits, the 2020 Funraise Global Giving Report found that email is the communication tool that most inspires people to give. The average return on investment with email marketing is $42 for every $1 spent. Who can beat that? So if email campaigns are so effective, how can you ensure your campaigns are successful?

Know Your Audience

With each email, you must first define your audience and then determine what they want. Segmenting your mailing list can help you customize content for each group. When you are composing your email, have a specific person in mind and write as if you are writing to them. Be personal—focus on the customer by using “you” instead of “we”.

Add Value

Every email should provide value for your client. Answer the question, “What is in it for me?” For nonprofits, that may be the opportunity to be a part of a bigger cause. For businesses, that could be a product that your client can’t live without, a coupon, or a downloadable tool that is going to change their life.

Make it easy to read

The majority of emails are read on mobile devices, so make sure emails are mobile-compatible and easy to read. Every email should include images, a call to action, and minimal text. Always remember that most mobile devices only allow 40 characters for the preview text so make sure the subject lines and the first line of your email grab the reader’s attention and keep them engaged.


Everything you write is a reflection of your business. What does it say about your company if your emails are filled with errors and typos? Proofread, proofread, and proofread again. Every email should go through a process of planning, researching, writing, and proofing. Make sure your voice is consistent with your brand and that several eyes have reviewed the email before it goes out. You can always edit a blog post, but once you hit the send button on an email, it is gone.

Remember, social media is rented space. At the end of the day, you have no way to contact your followers if Facebook is down or Instagram is unavailable. If you have a client’s email address, you have a connection that you can use to create sales and engagement.

In 2020, Connected by Design was able to help clients increase subscribers and achieve email open rates of over 30%. If you would like assistance creating your email campaign, we would be happy to help you!