Email marketing is all about sending commercial messages to customers via email. Through email marketing, marketers try to promote brand awareness among customers, establish better relationship between a company and its customers and persuade new and current customers to make a purchase. Undoubtedly, social media marketing has become extremely popular these days but it really does not mean that email marketing has become ineffective. It is a more powerful marketing tool to connect with online customers as compared to social media. According to an article published on www.mckinsey.com
in 2014, “E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher" . Let us discuss the benefits of email marketing that has made it more popular than other forms of marketing.