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:
- 3-5
— 38%
- 5+ — 33%
- 2 — 21%
- 1 — 8%
Beyond that, here’s where their dollars are going in 2022 (ad spend covers the channel investments):
- Ad spend — 50%
- Software/tools
— 25%
- Product creation — 17%
- Headcount — 8%
The biggest challenges faced by these brands
are:
- Profit margins — 47%
- Operation process — 22%
- Manpower —
13%
- Tech stack — 11%
- Customer support/service — 7%
What excites these companies?
ClickBank received these direct quotes:
- Using AI for copywriting, video creation, and scripting
- Leveraging new tracking software to scale
further
- Automation possibilities that didn’t exist a couple of years back. And by automation, I am not just referring to the rules that you set within the traffic sources,
but also the overall daily routine tasks involved in running the business.
- Leveraging new social platforms for lead generation
- Rising costs will only
allow the persistent entrepreneurs to prevail in 2022 amid fierce competition
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.