Santa distributing Christmas goodies has never become outdated. Similarly email marketing too holds its position provided we know how to use it. In fact, it is more effective than social media at acquiring new customers. Marketers send 3-5 emails a week , and there is greater enagagement with emails.

Globally, email marketing will grow to $22 billion by 2025. Across the world, there are 4 billion email users, and this number is growing.

We can maintain relationship with existing customers by keeping in touch, by keeping them in the loop. They can be updated by newsletters. Newsletters should be concise and crisp, inviting and appealing and must provoke the customers to action. They should be made mobile friendly.

Email marketing builds a rapport with the consumers. Emails are good for pitching. They can draw attention by giving alluring offers and freebies. Prospects can be converted into customers. However, all this is just nudging, and not high pressure. Aggressiveness may send you to the spam folder. Once you get attention, they can be subjected to targeted emailing.

Emails can be personalised. Customers addressed by first name feel good. You can segment the customers by their interests. An email campaign has to be creative, simple and consistent. Customers are given special offers on important days of their life, say birthday or anniversary day.

Email marketing has to be used innovatively to get the best results.