When I mention email marketing, I know what you’re probably thinking: “No thanks spamming is not for me. I’ll leave that to the son of the deceased king of Liberia and his less than reputable entourage.” But hold the phone. Email marketing isn’t just about buying email lists and spamming everyone with nagging, obtrusive offers that can turn people toward crimes against humanity. In fact, email can be one of the most profitable and legitimate marketing methods you can take advantage of in terms of ROI.

Email marketing isn’t the outdated technology that many people think it is. It’s still an extremely effective marketing tool for nurturing leads. In fact, 76% of marketers say they use email more now than they did three years ago. Here are three great reasons why email is still a very useful marketing channel:

1. People still read emails. Lots of people

Let’s start with the fact that there are over 3 billion active email accounts worldwide. In a 2013 poll of over 7,000 business taken by Hubspot, over 50% of respondents said that they read most of their emails. Not only that, but 95% of online consumers use email regularly and 91% of those people check their email at least once per day. This means that as a communication platform, email is still incredibly useful.

2. Email has a longer lifespan than social media

Depending on the platform, the average social media post has a lifespan of about 90 minutes on Twitter and about 3 hours almost everywhere else. Until it gets deleted, an email is forever.

Looks like De Beers has some competition.

In addition, 77% of consumers prefer email for their marketing communications. By segmenting your leads, you can send personalized emails content tailored specifically to them and have it automated at the same time. This ensures that you are sending the right emails to the right people and building legitimate one-on-one relationships. Which leads us to this bombshell:

3. Email marketing has a corduroy-crapping ROI of 4,300% (Direct Marketing Association)

There’s no way that can be true, can it? Well, emails cost pennies to send, and by segmenting your email contacts and creating email content that appeals to each of of your buyer personas, you can ensure maximum return on your investment. How much return? Well, the above headline shows us that for every dollar you put into email marketing, you have the potential to receive $43 worth of return.

You don’t need to be a spammer in order to put email marketing to good use. These three little factoids should help prove that email marketing can still be one of the most effective marketing channels for any business. Get to know who your buyer personas are so you can start email marketing to them:

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