The concept of reach is completely different between Social Media and Email. In social media we usually talk about “Potential Reach” to refer to the number of followers. For example in the case of Social Mouths, its potential reach on Facebook is 13k. That’s just the number of Page Likes (Fans) but your content only reaches a small fraction of that.
Granted, email is only opened by a fraction of subscribers, but here’s the difference, the actual message will reach its destination, s/he then has the option to not read it. Now, lets be fair and say that according to ReturnPath, leader in email intelligence, revealed that in the first half of 2013:
- 18% of all email messages were either blocked or went missing
- 4% were delivered to the spam or junk folder
Even if 22% emails get lost, we’re still running with much higher potential than posting on Facebook where 74% of your messages are potentially missed (that percentage is higher in most cases). Take in consideration we are talking about averages, your email or Facebook performance might be different.