12/08/2025
2.6% or 20% reach?
Yesterday, my friend told me about an event they will be launching soon.
His company has been actively promoting this business event on all social media recently.
He has been repeatedly posting about this event and promoting a few speakers of the event.
His objective is to reach as many people as possible, so they are aware of this event.
If he is using Meta ads, he would have to run an awareness campaign.
No. He did not run Meta ads for this event. A lack of budget is probably one of the constraints he is facing.
So he can only rely on organic reach by posting frequently about this event.
I checked out his FB account. He has slightly more than a thousand friends.
Almost all of his videos reach about 1-200 views.
His written contents surely reach much fewer than that. This can be seen by the very minimal engagement of the postings.
Is this familiar to you? If you are facing a similar situation, it is not your fault.
Social media accounts are tightening their grip on the reach of business accounts by enforcing the “Pay-To-Play “ business model.
Can’t blame them. They need to earn money too.
Content saturation is not helping either.
Even though you have very engaging and relevant content, it is still hard to break through the noise.
Most social media organic reach drops to 5-7 percent. Last year, FB organic reach even dropped to 2.6%.
No, you don’t need to discard social media. You need to build an alternative marketing channel to reach your audience and followers.
You need to build a marketing channel that is controlled by you, not restricted by rules enforced on you.
You need something much more cost-effective than running ads.
You need something easy to use. Not as complicated as learning how to run an effective ad campaign.
You need a marketing channel where data and direct feedback from your audience is yours to keep.
Most importantly, you need a marketing channel that is super effective in reaching your audience and followers.
Build an email marketing channel, my friend.
I am telling you just like I will tell my friend.
Email marketing still gives an average open rate of 20% across industries.
Some industries and users achieve a very respectable 30-40% open rate.
In addition, all metrics, including the click rate and click-to-open rate, are easily and instantly measurable.
Using email marketing as your primary channel, supported by social media marketing, is a smarter move compared to solely depending on social media.
