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Email Marketing in a Digital World by Jason Smith, Scott D. Swain, Richard C. Hanna

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CHAPTER 9

Social Media and Email: Friend, Ally, or Frenemy?

With the rise of social media, many pundits trumpeted the old refrain that email is out of date and soon to perish. Yet, despite the rise in popularity of social media channels, email is still proving to be the most pervasive and effective method of directly marketing to and reaching customers. In their 2013 National Client Email Report, the Direct Marketing Association asserted that, “Email marketing remains critical to business, with 89% of respondents declaring email to be “important” or “very important” to their organization.”

Why Is This?

First, email dominates social media in terms of usage. There are over 4 billion email addresses globally. About 75% of these addresses are consumer ...

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