When we look at modern methods of marketing, email marketing proves incredibly effective. The ROI on an organization’s efforts can be as high as 3800%, or $38 for every dollar spent. Consider that 77% of ROI comes from segmented, targeted, and triggered campaigns. That positions email marketing at the top. But email marketing’s reach goes way beyond

ROI, as we can see by evaluating statistics from various organizations. The process of gathering email addresses may vary from very basic - where email marketers use simple methods to gather their contact lists - to very sophisticated methods for attracting new customers. If marketers buy contact lists, that is clearly the wrong way to build a business. It results in unsolicited mailings, which are not only prohibited but generate huge amounts of emails that are sent to people who do not want that information. Recipients face a big problem with spam.

Solving this issue was one of the toughest problems in IT. Even today, we do not have an effective way to eliminate the huge influx of irrelevant content. The most common way of gathering simple mailing lists is through the usage of public directories. This is not a good choice for gathering targeted lists and usually, the ROI of such email campaigns is

very low. For good email marketing results, proper targeting and segmentation are very important as this isolates only recipients who may be interested in the content.

In both B2B and B2C, up 82% of companies use email marketing as their preferred method of communication with customers. Marketing automation helps them to prepare and automate the process of keeping their customers informed. 95% of companies that use marketing automation also take advantage of email marketing.