Bar none, email marketing is the most effective way to get consumer attention. You would think its social media but here’s why it’s not just have behavior patterns alone, particularly among men:

Fact: There is no one unified way of using social media.

This means that usage and interests across social media platforms varies between users. Some users might engage Facebook for work while others will use Instagram only as a hyper feed of imagery.

What they’re not doing in engaged in the content in a deep and meaningful way.

Fact: Social media is highly content driven, but the nature of social media is so that you’re digging deeper into content.

In fact, Facebook is designed this way with the interest of keeping users engaged for longer in order to maximize ad opportunities. Longer periods of engagement do not mean that your customer is focused on your content. Between multiple feeds, users and comments, you’re almost guaranteed that their attention on you is limited at best.

Email, by design and through practice, remains a constant that retains reader interest and maintains a direct connection with your audience. While social media can be used to reinforce brand visibility and loyalty, email is what’s going to drive it. And as the case study below shows, email marketing is also the only way you can create a human connection with your customers in a rewarding and meaningful way.

Case Study: Danny’s Meat and Catering
Challenge: Tight Budget
Method: Email Campaigns to Local Market
Results: 15% Increase in Sales

Based in Racine, Minnesota, Danny’s Meat and Catering didn’t have the bigger budget to capture his audience on larger channels like TV, print and radio. Even though marketing locally on those channels can be relatively inexpensive, for Danny – a small business – it wasn’t a budget-friendly option.

So Danny turned to email marketing. His first goal was to get subscribers and he did it by offering a new subscriber a free steak on their birthday. In about a year, that strategy grew Danny’s subscriber list from 33 to over 2400.

Here’s why Danny’s strategy worked…

He offered something for free. Everyone wants something for free. Yet, he didn’t just do the routine giveaway; he personalized the freebie around the customer. By asking people for their birthday, he not only has knowledge about one of the most important days to his customers, he’s also using that knowledge and offer to get them back in the restaurant. Having a birthday dinner at Danny’s to get the free steak drives business (since no one celebrates alone), gets people back in the door if they haven’t been around for a while, and centers his marketing around the customer. What Danny essentially does is add the “human factor” to his marketing, making the offer and the reward personal and intimate.

Danny could also have used the birthdate to trigger an auto campaign one month and two weeks in advance of the birthday, reminding a customer of the offer, wishing them a wonderful birthday and hoping to see them soon.

Being able to form a human connection, let alone use it to gather subscribers and motivate them to give you your business, is one of the last standing pillars of new media marketing. While everything is changing so quickly, this is the one constant that customers will always be drawn to.