According to a new study, email marketing drives more sales than social media marketing. Only .59 percent of social media driven traffic actually goes through with a purchase, compared to 4.25 percent of email traffic.
However, both platforms have advantages. Social media is more useful with identifying prospective audiences. Email marketing is more effective in converting these prospects to clients, since marketers can more discriminately target their audiences. It is easier to segment audiences and expose them to products and information that will resonate.
The most effective digital campaigns will be a combination of social media marketing and email targeting. Smart advertisers will use the social media to establish their brand and then use email to drive sales.