The Value of Email Marketing

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As more and more businesses emphasize the role of social media as a marketing tool, a misconception that email marketing has become irrelevant has sprung up. However, the mediums of email and social media are not mutually exclusive.

A recent study by the marketing analytic group Custora reaffirms that email marketing is more effective than social media. Custora’s study found that in the last four years, the rate of customer acquisition through email quadrupled, while social media platforms (e.g. Twitter and Facebook) barely registered on the scale.

Businesses that took part in the study found that the best and most used method for would-be clients was through organic search, followed by cost per click ads, then email campaigns. In general, email campaigns target a larger audience of potential client, so success rates are lower but the clients that are converted tend to be more valuable over the long term.

The effectiveness of email marketing has directly benefited from the increase in smartphones-according to recent date at least one third of emails are opened on a mobile device. Gearing email marketing more toward mobile devices is essential for expanding your company’s reach.

*For more information on the Custora study visit, www.custora.com

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