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Email marketing is more powerful than it’s ever been. 

Email marketing has shown time and time again to be one of the most dependable marketing methods for small to medium sized businesses. It’s been proven as a constant provider of a high return on investment despite competition from other outlets such as social media marketing.

Even with the explosion of new technology and channels marketers keep coming back to email. 

And it’s only getting better.

According to VentureBeat, email is the channel generating the highest ROI for marketers

For ten years in a row, email is the channel generating the highest ROI for marketers – For every $1 spent, email marketing generates $38 in ROI .

One study by Email Marketing Gold revealed that the ROI for every $1 invested in email marketing can be up to $40 – far more than other channels.

According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter.

From 2010 to 2015, email opens on mobile devices increased by 30% and this number only grows as mobile technology continues to evolve.

Brands that aren’t seeing great results from their email list are most likely doing something wrong.

Yes, it’s true that it seems like blog posts, social media, and SEO have far surpassed email marketing in terms of priorities, but email is probably still your best bet to convert leads and upsell existing customers.

A simple technique to use to improve click open rates: Behavioral segmentation.

Behavioral segmentation is all about grouping email subscribers distinctly and create relevant and high-value email messages for them.

98.4% of people check their emails daily, sometimes up to three or four times at scheduled periods throughout the day – and thus serves as a valuable platform that connects with the reader in a direct, personal way.

Which makes email one of the most effective tool for increasing brand awareness, acquisition, conversion, and retention, because it promotes the exact content in which readers are interested in, quickly and clearly, and without distraction.

Emails are opt-in, and subscribers tend to be loyalists, which make them an attractive medium. People really like the quick, concise format, giving them what matters to them most, in a nutshell, with a direct link to the content without having to search for it elsewhere.

Email offers a unique kind of appeal…

It brings a sense of importance and purpose, (why the content is important to know about), delivered in a visually compelling way (clear, succinct, attractive, uncluttered), with the ability to connect directly with readers (knowledge they can use), in a more intimate manner than social media allows (no nasty comments to scan through or endless scrolling), and without any disruptions.

More focussed attention

Unlike the infinite streams of social media or blogs, in which links to the next thing is constantly presented: click here, read this next… where a sense of closure always evades you, email presents an almost complete and finite package.  Meaning it has an end, giving the reader a sense of satisfying accomplishment, which is absent nowadays from most online media consumption.

A Model Used By The Big Shots

Facebook’s constantly-shifting algorithm and Twitter’s depressingly smaller reach have frustrated editors and readers enough to transform an outdated artifact like the email into the new darling of the media world.

Publishers ranging from The Washington Post to The Times of London are joining the ranks of newer media companies like Quartz and Vox Media in emphasising email newsletters as a way to satisfy readers. 

The Atlantic’s Alexis Madrigal described email as a tremendous, decentralised, open platform on which new, innovative things can, and have been built. It’s an exciting landscape of freedom amidst the walled gardens of social networking and messaging services.