Marketing has come a long way in the four-and-a-half decades since the first email was delivered.
Advances like social media and search engine marketing have left businesses with no shortage of channels to leverage in order to reach their target demographic.
Why then, in this era of real-time socially driven marketing, do businesses continue to feature email as a staple of their marketing strategy?
As recently as 2014, more than half of marketers surveyed by the Direct Marketing Association (DMA) planned to increase spending on their email channel, citing their impressive return on investment as the driving factor.
So what is it about this veteran marketing channel that keeps savvy businesses coming back for more?