I often hear marketers proclaim that ‘email is dead.’ Given the proliferation of other customer touch points today—your website, direct message, text, social media—it’s not hard to assume they’re right.

But I disagree.

Despite having all these alternative ways to reach customers, email remains a constant in people’s lives. By 2020, studies even show that email will be used by three billion people; with 80 percent of professionals vouching for email as an effective way to boost customer acquisition and retention.

So, if I had to spell it out, here are the main advantages of using email marketing for your business:

1. You’re reaching a group of people who have already shown interest in your brand

Email marketing is a permission-based marketing platform, which increases the chances and possibility of your converting leads. Anyone who is on your marketing list is there because they’re actually interested in what you have to say, making it so much easier to engage them.

2. You can be flexible in terms of content and design

You can customize your email marketing depending on what suits your resources and what you think your audience will best respond to. For example, you can use just text, send graphics, send attachments along with it, or use any combination of these.

3. You can scale your efforts according to your needs

With email marketing, you can scale your efforts according to your current needs. You can send to a small, targeted group or send to a large audience.

4. You can segment and personalize your efforts for better results

It’s easy to segment and personalize your messages on email so you can guarantee better results. This means you can choose to customize a specific message so that this select group can receive a tailored message that’s most relevant to them.

5. You can track and measure results easily

Evaluating the results of your efforts is critical to any marketing campaign. Thankfully, measuring the success of your email marketing efforts is easily done. Tracking and monitoring tools are typically built in into whatever email platform you’re using. This allows you to tweak your current campaigns and optimize for future efforts.

This also means you can compare your results with others in your industry and benchmark your efforts against others in that industry. Comparing data can help you evaluate and prioritize which aspects of your campaign can be adjusted for better engagement.

6. You can reach out to customers in a less intrusive manner

With advancements in technology, today it is much easier to reach out to masses. While this may be great for marketers, it also means they have to find the right balance between pitching their product or service and giving customers something relevant and informative. For example, because people have no control over ads that show up on their social media feeds, you could turn customers off. Or if you go a more direct route and call them, you might be deemed too intrusive.

Email offers a good middle ground. You can say your piece and pitch your brand, and customers have the option to read your email and engage, or simply hit delete and unsubscribe.

If you have any more to add to this list, feel free to leave a comment below and share it with us. And as always, if you want to know what we can do to improve your email marketing efforts, reach out to me through Leadspanda.