According to McKinsey & Company, “e-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. That’s because 91% of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17% higher.”
Not only that, but be careful where you direct your customers who DO click through. Always link them directly to the item or a custom landing page that focuses on the collection you’re promoting. Not only will it decrease frustration, but it will increase conversion rate by 25%.
Time to get planning.