Email marketing is a great way to bring customers into the store or get t hem to buy online. We’re finding higher conversion rates of people who were referred to a retailer by an email versus social media, showing the importance of using this digital marketing tool.
Collecting email addresses is also important because it builds a dependable platform, one that you own versus a non-dependable platform like Facebook, Pinterest, Twitter, etc. At any time these non-dependable platforms can shut down, change so you have to pay for exposure or they could get hacked. If one day Facebook shut down completely, do you have your own database to market to, or would you have to completely start over?