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It’s common knowledge that users are more likely to buy from companies who engage with them on a regular basis. A targeted email campaign is one tried and tested means of doing that.
Market research company, e-Circle recently conducted a study to gauge the effectiveness of email marketing vis-a-vis display advertising and discovered that on average, display ads attract one click every 1000 impressions, whereas email advertisements get around 200 impressions! People use emails as a personal way to keep in touch. While social media platforms help in selling a product through their respective branding pages, email marketing is the channel that actually closes a deal and brings in the revenue.
Most revenue channels such as Paypal, online banking and shopping carts have their email addresses. People feel more secure sharing important bit of information over email than any other media in vogue today.