Email marketing

• Everyone has an email address. It's the one medium that all of your customers are present on. Email is bigger than any social network.
• Email marketing has a significantly higher reach than social networks too. According to recent research, emails get delivered 90 percent of the time compared to Facebook posts that reach just 2 percent of a company's followers.
• It's not an interruptive form of marketing, rather people who signed up for your emails want to hear from you.
• The average click-through rate of an email campaign is 15-20%. Banner ads, for comparison, have a 0.35% average click-through rate. Email conversion rates are typically higher than other channels for the same reason too.
• You can personalize your emails based on the demographics and behavior of your email list, such as sending a discount to lure back someone only when they haven't purchased in a long time.
• All the email addresses you collect can be used for remarketing and lookalike targeting on social networks.
• It's cost effective. The actual act of sending emails is very cheap.
• There's no platform risk. With Google, their search algorithm could change. With Facebook, their newsfeed algorithm could change or one day you find your ad account has violated "community standards" without explanation. With email there's no such risk as it's decentralized and based on open standards.

It's no wonder you notice every business is always begging for your email address. Done correctly, email can make an effective part of your marketing mix.