Every marketer wants to stretch their dollars and their impact. So when it comes to choosing the right channel for your campaigns, the age-old question resurfaces: email or social media, who wins the ROI race?
The short answer? If we’re talking pure return on investment (ROI), email marketing consistently comes out ahead. But that doesn’t mean social media doesn’t play a vital role. While email delivers precision, personalization, and conversions, social media offers scale, community, and visibility.
The most effective strategies don’t treat these elements as either/or. They treat them as complementary forces in a broader digital marketing plan.
Why email marketing is the ROI powerhouse
According to Litmus’ 2023 State of Email report, email marketing delivers an average ROI of $36 for every $1 spent. It’s not just cost-effective, it’s one of the few channels where you truly control your audience communication. Although there are elements of marketing that are a better fit for social media, email is still the leader in the ROI game.
Here’s why email continues to outperform.
Hyper-targeted, highly engaged audiences
Unlike social media, where posts are shown (or hidden) based on platform algorithms, email gives you direct access to your audience—people who have opted in to hear from you.
That level of intent and engagement is invaluable. Email allows you to segment based on behavior, preferences, lifecycle stage, and more, providing unmatched targeting precision.
Check out our post on email list growth for strategies to build a list that works as hard as your campaigns do.
Personalized, direct communication
Email is built for personalization. From customized subject lines to dynamic content based on user behavior, marketers can craft messages that speak to individual needs and actions.
Research shows that 80% of customers say they are more likely to purchase from brands that provide personalized experiences. That’s ROI in action.
Lower cost per interaction
While social media ads can quickly eat up your budget—especially in competitive industries—email marketing allows for scalable communication at a fraction of the cost.
You’re not paying for impressions or fighting auction algorithms. Once someone is on your list, you can reach them again and again, efficiently and affordably.
Where social media shines
Social media may not deliver the same direct ROI as email, but it excels at building visibility, trust, and engagement, which are essential to long-term brand growth. Think of it as your key to brand awareness and community building.
Here’s where it makes the biggest impact.
Reach wider, faster
Social platforms are built for discoverability. Posts can go viral. Stories can catch on. With the right creative, you can reach audiences far beyond your existing customers.
This makes social media an ideal channel for:
- Introducing new products or services
- Attracting top-of-funnel leads
- Engaging a younger, mobile-first audience
Social is also a great tool for attracting new subscribers to your email list. (More on that below.)
Build community and trust
Social is your brand’s personality in motion. It’s where you share values, start conversations, respond to feedback, and build human connections that drive loyalty over time.
People don’t just follow brands, they follow voices. And consistent, value-driven social content helps you become part of your customers’ daily scroll.
Engage with interactive content
From polls and quizzes to livestreams and short-form video, social media gives marketers a toolkit for interactive, real-time storytelling.
And while ROI from social can be harder to measure, its role in influencing decision-making is undeniable, particularly for awareness, consideration, and trust-building.
For more on broader B2B strategies that include social, check out these seven tactics.
When to use each email vs social media
Still wondering which channel to choose? It all depends on your objective.
Here’s a simple breakdown:
| Your Goal | Best Channel |
| Drive conversions | |
| Nurture existing relationships | |
| Deliver personalized offers | |
| Increase brand visibility | Social media |
| Build trust and credibility | Social media |
| Create a sense of community | Social media |
Email is your go-to for driving action, while social media is better for sparking conversation. Use them in tandem to move customers smoothly from awareness to conversion.
How to combine email and social for maximum impact
Email and social aren’t rivals, but they are teammates. Here’s how to make them work better together.
- Use social media to grow your email list
Social platforms are the perfect place to promote gated content, lead magnets, or newsletter signups. Offer something of value like a download, discount, or exclusive insight, and invite people to join your list.
Because these subscribers already know you through social, they’re more likely to engage with future email campaigns.
Cross-promote content and campaigns
Let your email audience know where they can connect with you socially, and vice versa. Include social links in your email footer, share subscriber-only sneak peeks on your Instagram Stories, or tease email-exclusive content in your LinkedIn posts.
Done right, this strategy increases touchpoints, trust, and traffic between platforms.
Create cohesive, multi-channel campaigns
Run product launches, promotions, or events across both email and social to reinforce your message and extend your reach. Start with teaser posts, follow up with personalized emails, and keep the conversation going in your comments and DMs.
You’ll build stronger momentum and a more consistent customer experience.
Develop goals to get started
Email and social media serve different roles in your marketing ecosystem. If your focus is ROI, email is the clear front-runner with its direct targeting, personalization, and conversion power. But social media shines when it comes to brand awareness, relationship-building, and community engagement.
The best strategies don’t force a choice, they find ways to strategically align both. At Delivra, we help marketers build email programs that work seamlessly alongside your social channels, making it easy to connect the dots and maximize results.
