The “nut hand” in poker is the strongest playable hand, guaranteeing a win for that deal. In this metaphorical situation, the rest of the table might not know you have the winning hand, but you know and you make bets accordingly. When tackling online marketing for your business, consider where you place your biggest bets, where you focus your attention. Does your business prioritize email marketing and use social media as a backup, or do you believe email is no longer as relevant given the surge in social media? Well, email is the nut hand in online marketing. Here’s why.

Email is where people do business

Online marketers often prophesy that email is being replaced or that it is already dead. It’s an older form, so they develop an out-with-the-old mentality that just isn’t accurate. People trust email as a more serious commercial venue. Social media sites are valued as a place to connect with friends and family and sometimes businesses. Though popular, it’s important to remember that not everyone relies on sites like Facebook and Twitter for their information. Consumers use email to conduct business and marketable content is more valued via email. In a B2B situation, email is often more respected.

Email has more users

More people consistently use email than social media sites. Simple numbers demonstrate that email actually has three times as many users as Facebook and Twitter combined. This is part of the equation that makes email marketing the nut hand: if more people value email as a venue for business, and if there are consistently more users on email than social media sites, there exists a powerful argument for online marketers to place their bets on email marketing. And the numbers aren’t changing any time soon.

Social media is making people use email even more

Data shows that the more people use social media, the more they use email. This is partly due to the social media notifications that are sent to email addresses, effectively directing users’ attention to email more often. It’s also due to the fact that social media users tend to form connections on Facebook and Twitter and maintain them on email. Why? Because email is a more personal, direct venue for maintaining connections. If you’ve ever received a handwritten letter in the mail, you know how enjoyable they are to receive. Someone took the time to write the letter, buy postage and put the letter in the mail, all to communicate with you personally. Email possesses a similar personal quality. A friend, family member or colleague takes the time to write you directly and  not just because the medium is convenient.

Not every email is customized and direct, but a marketing campaign can feel more personal to a customer  when you choose to reach them through their email account. Don’t be deterred by those who say email is dead. Email isn’t dead, and the numbers show that. Instead, place your bet on creating a personal, pinpointed email marketing strategy that appeals to users in the most effective way.