Email is not just a way to build brand awareness, used strategically, email drives revenue and conversions.
Think about it. People are in a different mode when they are reading email. When they are on social media, they are looking to experience that feel-good lift, to connect with friends and family, to have a conversation, and to be entertained. Ads in that environment often feel like an interruption.
With email, subscribers have asked (opted-in) to receive deals and resources in their inbox where they can respond on their terms and make sure they don’t miss a thing. These are not an interruption, and opens and clicks from these readers are much more valuable.