Email will be the top channel among high-rolling entrepreneurs this year, followed by Facebook, according to 2022 Traffic Trends, a study by ecommerce platform ClickBank.
Email will be the biggest focus for 28% and Facebook for 25%. Another 17% will focus on Google/YouTube, 14% on affiliate/influencer marketing, and 8% apiece on native and organic.
Why is email beating Facebook? It may be because Facebook CPMs increased almost 50% in one year, as the study notes, citing outside data.
This study is not projectable, given that it covers 100 of ClickBank’s own seven-figure clients, which may or may not be typical. But it offers a rare glimpse into a matchup of email vs. Facebook and other channels.
Not that it’s either/or. Asked how many channels generated revenue for them in 2021, the respondents said:
Beyond that, here’s where their dollars are going in 2022 (ad spend covers the channel investments):
The biggest challenges faced by these brands are:
What excites these companies? ClickBank received these direct quotes:
With regard to email, the study offers these tips from Sendlane founder Jimmy Kim:
- Your emails live or die based on relationships — This means you need a unique voice and tone in your customer emails.
- Information and data are key — Email provides a wealth of data that can be used to deliver more meaningful messaging.
- Lead attrition is increasing — This is rampant with batch-and-blast email sends, especially when combined with deliverability.