It may not grab the headlines as often as some other channels (social anyone), but today, email can be an even more effective route to market.

Good marketers now plug email into their marketing automation systems. That’s where they start to see real savings in terms of time and other resources.

Tactics such as programmatic display advertising or B2B video marketing can reach a wide audience. You can then start to pick out users engaging with those approaches and tailor messages to those people, sent straight to their inboxes, taking into account their newly revealed needs and desires.