Scott Stratten is a small business owner. He’s also the best-selling author of the book Unmarketing: Stop Marketing. Start Engaging (Wiley) and he spoke in Melbourne earlier this week at PMP’s Schmart Marketing conference. He speaks in Sydney today.
Although Scott built his massive following on social media – think more than 117,000 followers on Twitter at last count – he still believes that email marketing trumps social media in the long run.
Why email still matters
“Email address and sign-ups are still, to me, exponentially more valuable than a follower [on Twitter] or a ‘like’ [on Facebook],” says Stratten, who is based in Toronto, Canada.
“Today, the sexy thing to talk about in business is followers and likes. But they are not worth as much as a subscriber to me,” says Stratten, referring to those who sign up via his website to receive his email newsletters or blog updates. “They are 100th as valuable, or even 1000th as valuable as a subscriber.”
It’s a curious stance for someone who is a big proponent of social media. This is also the man who ensured his book was a national bestseller before it was even released, through a strategy entirely reliant on Twitter.
Why email still trumps social media
This week I had the pleasure of meeting Scott Stratten, best-selling author of Unmarketing: Stop Marketing. Start Engaging. We talked about everything from how to build your author platform to why email marketing still trumps social media. Our chat inspired my Enterprise post this week but stay tuned for our video interview which I’ll post in a couple of weeks.
You can read the full Enterprise article here.