Email: The original social media.

FOR RETAILERS AND NON-PROFITS email remains a foundation element in the marketing plan.

E-COMMERCE "LAST CLICK" REPORTS still rank email at the top, alongside search, as the most effective purchase drivers across most B2B and B2C segments.
Email optimization
Email testing and optimization improves performance

EMAIL CAMPAIGNS ARE VERY SOPHISTICATED, with large volumes lending well to vigorous testing and optimization. Email test elements include sender info, subject line, inside headline, CTA, layout/design elements, signature line, footer, and much more -- each potentially affecting delivery rate, open rate, click rate, and ultimately conversion rate.

BEYOND EMAIL NEWSLETTERS, TRIGGER-BASED EMAIL IS ARRIVING, where individualized emails can be sent based on site behavior. For example, a visitor who places an item in the cart and doesn't check out ("cart abandonment") can receive an email within 24 hours promoting the virtues of the product, another offering a discount, and a third making the "last best offer" to purchase. These emails are timed based on individual marketplace behavior, not the marketing department calendar. 

EVEN IF YOU'RE NOT USING EMAIL TODAY start capturing email addresses via website signup, social media, offline events and trade shows, coupons, contests, and all other means. Carefully accumulate and groom your list for future purposes using best practices (double opt-in) for access to the best performing and least expensive email platforms. 
Email Blast | Email Newsletters | Email Best Practices | Email Benchmarks | Email Testing and Optimization