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Email is a highly recommended tool for marketers to advertise their products and services, and connect with their customer base. Although email is an older means of attracting customers, it is far from obsolete; people are constantly checking their email, particularly with the increased popularity of mobile devices. 91% of consumers actually like getting email which promotes services or products, according to a study by Marketing Sherpa.
Email marketing competes with organic search as the top provider for return on investment (ROI). Marketing and Sales teams continue to rely heavily on email communications; the majority of marketers by far believe email is the most effective channel through which to reach your audience.
There are several different types of uses for email; there are transactional, promotional, or event-triggered emails, newsletters, welcome emails, etc. It is quite naturally an essential means of communication with the consumer which is used a variety of ways, and when used effectively will help your business.
What value does an emphasis on email communication bring to your organization? Beyond the obvious—the previously mentioned high ROI rates—it is easily evaluated as far as its effectiveness; it is measurable and testable. It can be used as a means for data acquisition, by gathering information about prospective customers through their responsiveness. The fact that it is a personal form of one-on-one communication (or can be) creates the possibility for a segmented, analyzed, targeted and personalized outreach which is far more effective in the contemporary marketing approach. Email is a highly flexible tool which can be shaped to fit any audience. For these reasons it is an effective outreach method which can help to devise concrete, implementable strategies to increase revenue. It is not a surprise, therefore, that email is still very highly rated with regard to consumer acquisition and the retention of those consumers.
In the end, this sort of messaging, targeting and understanding your audience can foster a relationship of trust, create greater awareness of your product, improve your relationship with existing customers, and enable you to reach new ones, when applied effectively.
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