The Content Marketing Institute is one of my go-to sources for practical tips on content strategy and content marketing. One of their core messages is that the long term objective of marketing should be to build an opt-in audience that values your communication. They therefore give you permission, often explicitly, to send them information and offers. This has become increasingly necessary because interruption marketing, such as pop-up ads and 30-second TV spots, are too easy for consumers to skip, block, or ignore by watching a different screen. Just look at what Apple is doing in iOS 9.
Email is a whopping 40 times more powerful at acquiring new customers than Facebook and Twitter combined. On top of that, the average email-based order’s dollar value is 17% higher than social media channels.