The internet brought about several changes, one of which is the Email.
There was a time when you would have to write a letter, take it to the post office, pay for stamps and mailing cost, then wait for several days/ weeks to get a message across to someone and also to get a reply. WOW!
My Opinion: This means of communication was ineffective, costly and time consuming.
Thankfully, the days when letter writing and mail boxes were kings are over.
One of the greatest benefits of the internet is the ability to use Email (electronic mail). Email is free, fast and can ensure smooth communication between two (2) or more persons.
Although the email was meant to be a communication tool, smart marketers soon realized that several people began to spend lots of time using it for chatting and connecting with family & friends. As such they began to use the email as a means of communicating with their customers.
Email marketing has evolved over the last several decades to be one of the most cost-effective and high-return marketing channels available.
While previously only marketing channels with high overhead, limited tracking capability and limited personalization and targeting ability were available, the growth and development of email marketing has created opportunities for low-cost, high-return customer communications that drive revenue-generating actions.
Email marketing and email customer communications offer a number of benefits that other marketing channels cannot offer. These include: reduced time and effort, the ability to send timely and personalized messages, the ability to easily test marketing concepts and offers, the ability to create offers that are passed on to family and friends, environmental benefits and the ability to easily track user behavior and response rates.
Even though social network marketing is a key element of any complete marketing mix, email marketing and email customer communications still generate a higher return on investment and drive more tangible customer actions.