Email is a permission-based style of marketing that makes it easy to engage consumers with personalized and relevant content. According to a study by ExactTarget, 77 percent of consumers prefer to receive these permission-based marketing communications through their email.
However, marketers often struggle with low subscriber and engagement rates, inactive list members and unsubscribes. These roadblocks can diminish the effectiveness, but we have to keep in mind that the key to successful, high-yield email marketing lies within a strong email-marketing strategy based on gathered data and analytics.
While many believe that email is becoming an antiquated form of business communication in comparison to other channels, such as social media, it is still proving to be an effective way to drive consumers through the funnel. Many brands find that social and email-marketing strategies working together achieve greater success rates than either alone.