Email marketing is a type of direct marketing that involves businesses sending promotional messages via electronic mail to a group of prospects and customers. It’s widely used as an efficient and cost-effective method for new customer acquisition, building brand awareness, and increasing product sales, as well as fostering trust and loyalty with a company’s customer base.

The role of email for marketers is continuing to grow stronger, despite the increasing popularity of social networks and text messages. This is demonstrated in global benchmarking research:

• Compared to other digital-marketing channels, email is top rated by marketers, with 53.6% of respondents rating it as excellent or good.
• More than half (58%) of the companies surveyed said that they are planning to increase their email-marketing budget, whereas only 7.5% are planning to decrease their budgets.