What is the position of email marketing compared to other online marketing instruments?

Although email marketing is often compared to other online marketing approaches to see "which is the most effective", it's better to think of email marketing as being complementary to other approaches.

 

The focus of most online marketing is on building the brand, growing website traffic and getting the first sale. The focus of email marketing is primarily on follow-up: building stronger relationships with existing website visitors and pushing for repeat purchases.

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