The rapid growth of technology, especially in the digital world, might make it seem like email is on its way out. This couldn’t be further from the truth! It’s still a crucial part of any business. It’s a method that arguably, unlike any other, can truly build relationships and nurture leads and potential customers.

 

A method that allows you to target and nurture leads directly? A channel that has more users than Facebook, Twitter and Instagram combined? Sounds too good to be true doesn’t it? Believe it or not, that’s email marketing. From its revolutionary beginnings, through to the spam filled mid noughties and mobile centric current day, email marketing has stood the test of time and it’s firmly here to stay.

Think how often you’re asked to enter an email address when completing actions online? Ever wondered why? The answer is pretty simple.

Email is the currency of the web and anyone who is online has an email address.

So, when it comes to connecting with prospects and potential customers, there’s no channel with a wider reach than email.

 

In terms of ROI, according to Campaign Monitor’s annual report, for every £1 spent, email marketing generates £44. So, despite the explosion and focus on social marketing, for over 10 years email has remained the channel generating the highest ROI for marketers, and that doesn’t look like changing any time soon