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 high-value 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:
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