by Jennifer Hanford March 7, 2016

Newsflash: Email marketing is neither dead nor dying.

Each year, many bloggers write doom-and-gloom posts about email marketing. They predict the end is near for the strategy of reaching an audience via their inboxes. But guess what? Email marketing is still very much alive and kicking.

In short, many businesses find that email marketing continues to be one of their most effective tools for generating sales.

The most recent data is on email marketing’s side

Data collected by the Custora E-commerce Pulse shows the significant impact that email marketing had on sales for US retailers on Black Friday 2015.

Custora E-commerce Pulse is a free dashboard for current US e-commerce statistics and trends. Its data comes from over 200+ online retailers, 500 million anonymized shoppers, and $100B billion in US e-commerce revenue.

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According to Custora’s data, email marketing drove the most sales last Black Friday.

While usually lagging behind online search (free and paid), on Black Friday email marketing was the primary channel, driving 25.1% of orders. Beyond email, 21.1% of sales originated through free search, and 16.3% through paid search. Social media (including Facebook, Twitter, Instagram, and Pinterest) drove only 1.7% of sales.
Why is email marketing important for business?

Email marketing has the potential to generate higher sales volumes than any other digital marketing technique for one main reason: emails (with the exception of “spam”) are permission-based. Users have the freedom to subscribe or unsubscribe to a business’s email list at any time.

As Simms Jenkins says in his recent post for ClickZ, a website geared toward digital marketers:

That is why [email marketing] works – subscribers ask for it and marketers deliver. Win-win.
Orchestrate Technologies, which offers IT to companies nationwide, created the infographic below, “How to Make Email Marketing Successful.” The graphic shares excellent stats and tips that businesses can use to achieve better results from their email marketing campaigns. And, if you doubt the importance of email marketing, take a look at the stat which shows the incredible Return on Investment email marketing offers.

Does your business successfully use email marketing? In what ways has it worked for you, and which areas need improvement? If you are interested in a spam free white-listed autoresponder this is the most user friendly one ever made. Go here to learn more about TrafficWave.

This article originally appeared in DashBurst Magazine and has been republished with permission.

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