„The email is dead! Long live social media!“ Or at least that’s what they want us to believe.
Even if it’s true that the use of email for social communication has dwindled in recent years, the same can’t be said for email marketing. Many brands have invested considerable amounts into their social presence in order to promote their brand’s image, but research on e-commerce shows that 4.24% of visitors make a purchase encouraged by email marketing, in comparison to 2.49% of visitors who make purchases encouraged by search engines, and 59% by social media. Not only that, but the average cost for a visitor’s order made through email is three times higher than an order from a visitor from social media. This proves that the email is still the king of the digital market around the world.