Email isn’t a new technology. In fact, it was one of the very first means of digital communication to arrive back in 1971. But get this: Email marketing — at 50 years old — is used today more than ever before.

You may be thinking, “Do people really still use email? Isn’t social media where it’s at for marketing today?” While it’s true that social media is an important channel for any digital marketing strategy, email has several advantages.

First, email marketing campaigns can be personalized to a greater extent than those on social media. Next, costs are considerably lower than for other channels, especially considering the reach and conversion rate associated with email marketing.

Finally, what makes email marketing so powerful and lucrative is that it gives you direct, individual access to your audience’s inboxes. 

In 2022, there were over 4 billion global email users: 

80% of Americans check their email at least once per day, with nearly a quarter of them checking their personal email several times a day.

62% of consumers ranked email in their top preferred communication channels with small businesses. 

Given the figures, not having an email marketing strategy means missing out on sales opportunities and the chance to build lasting customer relationships.