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Email marketing isn't something marketers do just because they can and it's easy. The tactic is very effective at helping business owners and consumers stay connected. In fact, consumers often seek out email marketing campaigns from their favorite brands and local stores.

This goes beyond coupons and offers, Nielsen reported that 28 percent of US online shoppers subscribe to store or product emails in order to stay informed. A study from Loyalty 360 stated that 59 percent of US moms would sign up for email updates from brands if rewards were offered. And email marketing can be used as a way to deliver content to consumers. A 2013 study by the Relevancy Group noted that marketers who add video to their email campaigns see an average rise in revenue of 40 percent. There is a real value to staying connected to customers and email marketing makes that easy to do.