Part of our complete guide to email marketing strategies.
Everybody is looking to sell their products and services. And you know what? there is always a buyer. The Magical thing is, how do we find these buyers. The search for a seller and buyer is intertwined. This is what keeps the economy going.
Key takeaways:- Email works best with a permission-based list and a useful reason to stay subscribed.
- LinkedIn can reach new professional audiences by location, company, industry, role and seniority.
- LinkedIn costs vary by auction. Email costs vary by platform, contact volume and sending frequency.
- Verdict: use LinkedIn to find new B2B prospects and email to nurture people who have agreed to hear from you.
| Aspect | Email Marketing | LinkedIn Advertising |
|---|---|---|
| Typical cost | Platform cost by contact volume and frequency | Auction cost by objective and audience |
| Best audience | People who already gave permission | New professional audiences |
| Audience reach | Your permission-based contact list | Eligible LinkedIn members in the selected audience |
| Targeting | Profession, industry, demographics in the list | Country, company, industry, job title, seniority, function |
| Main measure | Replies, qualified visits and sales | Qualified leads, meetings and opportunities |
Verdict: LinkedIn is suited to finding new professional audiences. Email is suited to permission-based follow-up and retention.
At Leads Dubai, some of our clients ask for:
- Email database which contains specific Professionals like IT Managers, HR, Business Owners, Marketing Professionals..
- Email database which contains a specific Industries like IT, Healthcare, and FMCG industries
- Email database which contains Demographies like nationality, age, gender, locations…
The list goes on.. See our last post about the email database in Dubai
You see email marketing still works. It is cost-effective and quick to reach. But what do you do when everyone is doing the same thing? The same email database as above has been bombarded with hundreds of promotional emails every day? Your thinking right, the attention rate goes down and this is where it gets ineffective.
Compare the channels using your own numbers
Do not plan from a generic open rate or click cost. Use the results from your own permission-based email list and the live forecast in LinkedIn Campaign Manager. For both channels, record the people reached, qualified visits, enquiries, meetings and sales. This gives you a fair comparison even when one channel looks cheaper at the first step.
Enter LinkedIn Advertising
Short answer: email marketing reaches people who already opted in, at almost no cost per send, and suits nurturing and repeat sales. LinkedIn advertising reaches new professional audiences by job title, company and industry, at a higher cost per click, and suits B2B prospecting. Most B2B plans use both: LinkedIn to find leads, email to nurture them.
For the full how-to, see our guide on using LinkedIn advertising for lead generation.
LinkedIn is a professional network used for business research, hiring, learning and industry conversation. Its advantage for advertisers is the ability to define an audience using professional profile information.
Email marketing vs LinkedIn advertising which is better?
First, some quick facts about LinkedIn advertising:
You can use feed ads, document ads, video, message-based formats and Lead Gen Forms, depending on the objective and account. Targeting can include location, company, industry, company size, job title, seniority, job function and skills.
LinkedIn can estimate the reachable audience after you choose locations, job functions, seniority, industries and company sizes. Use the live forecast in Campaign Manager because audience counts change as members and targeting options change.
Your campaign enters an auction when eligible members use LinkedIn. Actual delivery and cost depend on the objective, audience, competition, bid strategy and predicted response.
Verdict:
LinkedIn is the better starting point when you need to find new professional buyers. Email is the better fit when people have already asked to hear from you. A joined-up B2B plan often uses both.
Leads Dubai can help plan the audience, offer, landing page and follow-up across LinkedIn advertising and email.
