It doesn't appear that the email marketing bubble will burst anytime soon. Despite the hoopla about social media, small and medium size businesses depend on email marketing for acquisition and retention, according to new data reported by eMarketer.
In a recent survey of retail professionals at U.S. firms with revenues less than $100 million, email marketing was far and away the top digital tactic used to drive customer acquisition and retention. For acquisition, organic search and paid search ranked second and third. For retention, social media and paid search ranked second and third.
Trending upwards in email marketing is the use of more personalization to ensure that email is more precisely targeted to the recipient's individual needs. A large majority of marketers also say they are using email marketing-focused software.
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