"Facebook groups get deleted, algorithm updates decimate reach, and features disappear overnight. Paul Gowder, the founder of the leading online community for Native American arts and culture, experienced this firsthand when Facebook deleted his 85,000-member group without warning. Email offers something social media platforms can never guarantee: ownership. Social platforms change constantly. Your email list stays with you. The reach difference is substantial as well. On social media, reaching 1% of your followers counts as success. With email, open rates of 50-60% are achievable."
"When you send an email, that message goes directly to your subscriber's inbox, where it waits until they're ready to read it-no algorithm deciding who sees it. How to Create Email Sequences That Build Relationships An email sequence is a series of messages delivered over time-once an hour, once a day, once a week, or whatever schedule makes sense for your content."
Email provides ownership of audience contact information, preventing loss from social platform deletions and algorithm changes. Social platforms frequently change features and can sharply reduce organic reach, while email delivers messages directly to subscribers' inboxes with much higher open-rate potential. Effective email sequences are timed series of messages that can range from two to ten or more emails, allowing complex topics to be split for better retention. Sequence development should start by listing frequently asked questions to identify audience needs. Deliverable schedules vary by content and audience. Breaking content into multiple messages increases retention compared with single, long messages.
Read at Social Media Examiner
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