When we meet with eventual clients, the conversation usually starts with a website. After we discuss the site, we turn to the discussion of what the client will be doing to drive traffic to the website. As we discuss platforms, we always get a surprising response when we inquire about email marketing.

Email marketing is consistently ranked as the best channel in terms of return on investment. 68% of companies rate the channel as ‘good’ or ‘excellent’. (1) For every $1 spent, email marketing generates $38 in ROI. (2) Email is 40 times more effective at acquiring new customers than Facebook or Twitter. (3)

Need more numbers? Read these: The Comprehensive Guide to Email Analytics

But an article in Inc. expresses more reasons to no longer overlook email.

The Most Effective Marketing Tool You’re Probably Overlooking

Social innovations like Snapchat takeovers and Periscope live-streaming may be buzzworthy, but chances are, they won’t convert customers like this low-tech (and ultra-effective) marketing tool.

The 3 Biggest Challenges in Email Marketing, and How to Solve Them

(The article) is a cheat sheet of the three big challenges in email marketing, and how every email marketer can overcome them to send email campaigns that make your contacts happy, and that generate leads and drive sales.

Important: Words You Need To Avoid In Email

A global outsource solutions provider, compiled a list of key words and phrases that may give an email recipient the wrong impression.

For more email marketing tips, tools and best practices, follow Back To You Marketing on LinkedIn, Facebook or Twitter.