Which approach is common in email marketing?

Personalized communication to build subscriber relationships is a fundamental approach in email marketing because it enhances engagement and creates a connection between the brand and the consumer. By tailoring messages to the specific interests, preferences, and behaviors of individual subscribers, marketers can significantly increase the relevance of their content. This has been shown to improve open and click-through rates, ultimately leading to higher conversion rates.

Personalization in email marketing can encompass various elements, such as using the subscriber's name in the subject line, recommending products based on previous purchases, or sending targeted offers based on user demographics or actions. This creates a more meaningful experience for the recipient, fostering loyalty and encouraging ongoing interaction with the brand.

In contrast, sending unsolicited emails for mass promotion is often seen as spam and can lead to negative perceptions of the brand. Focusing solely on social media engagement overlooks the unique benefits that email marketing provides, such as direct communication and the ability to reach customers without the limitations of platform algorithms. Providing in-store promotions exclusively limits the strategy's reach and likely misses out on a significant online audience that email marketing effectively captures.