An email list is a powerful thing. Email subscribers offer multiple opportunities to present your business or organization, share relevant news and information, and promote timely and engaging offers. But there's so much more to email than regular communications.

As a retention marketing channel, email offers a more cost-effective strategy than more expensive acquisition channels like paid search. For many businesses, a well-maintained email marketing list is the mechanism that drives profitable engagement from customers acquired by those more expensive marketing strategies.

Note: If you are paying to acquire new customers via paid search or social media marketing and not currently attempting to collect email data – stop everything you are doing and start building that email list fast!