Digital marketing is undergoing a silent yet profound reconfiguration. For a long time, social media has dominated the discussion on digital presence, engagement, and conversion. However, smart campaigns like personalized email marketing, actions with first-party data, and automated funnels are proving to be more effective in conversion, retention, and return on investment (ROI).
A study by EmailToolTester revealed that email marketing has an average ROI of 4,400%, significantly outperforming the average performance of campaigns on social media. According to Porch Group Media data, the conversion rate via email marketing can be up to six times higher than that of organic posts on Instagram or Facebook, platforms that are currently experiencing a decrease in organic reach due to constant changes in algorithms.
“Relying solely on social media today is like building your house on rented land. At any moment, the rules change, and your reach disappears,” warns Leandro Ferrari, digital strategist, and business mentor. “Campaigns based on first-party data and lead nurturing ensure more control, predictability, and, most importantly, real results for the business.”
While social media remains important for visibility and superficial relationships, they are losing ground to strategies focused on data, segmentation, and direct relationships. For example, email marketing allows brands to speak directly to interested consumers, without relying on algorithms to “deliver” the message. When well-structured, these campaigns offer not only high open rates but also clicks and concrete actions.
For Ferrari, the key is to create deeper and more personalized communication journeys. “Social media may grab attention, but well-planned emails lead to decision-making. They arrive at the right time, with the right message, for the right person. That’s digital gold.”
Another advantage of these campaigns is autonomy; by capturing data with consent, such as name, email, and interests, companies build an asset that is independent of third-party rules. This has become even more relevant with the end of third-party cookies and increasing privacy restrictions.
“The winning strategy today is one that combines intelligence with autonomy. Simply investing in paid traffic or trying to make a video go viral isn’t enough. The game is about building long-term relationships with those who have already shown interest,” says Ferrari.
And it’s not just about using emails. Strategies like automated flows, educational contents, and segmentation based on user behavior make communication more relevant and less intrusive. This strengthens the brand’s authority, increases repurchase rates, and reduces the cost per acquisition (CPA).
“Automation is not about roboticizing contact, but about humanizing the journey with intelligence,” comments Ferrari. “You can deliver continuous value without needing to push sales all the time. This builds trust, and trust sells.”
In the current scenario, where the cost per click on social platforms is rising and organic reach is decreasing, companies aiming for consistent scaling are redirecting their efforts towards what truly converts. And this necessarily involves smart strategies, supported by data, personalization, and control over their own channels.
Social media remains important, but it is no longer the center of the strategy. “The future of digital marketing lies in campaigns that combine first-party data, smart segmentation, and automation. This provides scale with consistency, not luck,” concludes Leandro Ferrari.
