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.
According to Adobe’s August 2015 email marketing study 63% of customers still prefer to receive marketing promotions and offers through email. This means that customers are not only expecting your messages, they want them- if you can stay relevant and timely, your prospects will be more likely to engage through email than other channels.