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best email opt lists reviewer
Email still tops social media for online marketing, study says. Over the past couple of years, in a
world drenched with talk about the communicative power of social networks, one can be forgiven
for thinking email is as passe as phone booths. Yet, a new study finds that email continues to
trump social media channels for reaching online customers and markets.
Good old-fashioned email — a medium tainted and polluted with all manner of online pharmacy
scams, Nigerian oil fortune hoaxes, and phishing galore; considered a daily time sink — is still
providing the biggest bang for the buck for organizations seeking to reach and maintain highvalue customers. That's the finding of a new study from Custora, which estimates that customer
acquisition via email has quadrupled over the last four years:
"Email marketing http://optindatalist.com has been a growing trend in e-commerce, with an
increasing number of retailers building communities and collecting email addresses, then
converting those ‘members' into customers. Organic search continues to grow as a reliable
channel, (accounting for nearly 16% of customers acquired) reinforcing efforts to complement
products with relevant and informative editorial content along with investing in search engine
Email also carries a higher customer lifetime value (the future profit a company expects to earn
from a customer throughout his or her relationship with the business) than social media channels.
Email delivers a CLV about 12 percent higher than the average — versus Facebook with one
percent and Twitter at 23 percent below the average return.
Custora's findings are derived from data spanning 72 million customers from 86 U.S. retailers
across 14 industries.