The online marketplace is ever changing. A marketing tactic can be effective today and obsolete tomorrow. Email, however, keeps outperforming all the other marketing channels. Why is email so powerful? What makes it stay in power? It is easy to overlook email as a marketing channel. You may not find it trendy and exciting like Facebook. But it has key advantages over other channels. Take a look at the demographics of popular social media platforms. Women use Pinterest the most while Snapchat is for the younger generation. On the other hand, almost everyone has an email address. People willingly submit their email addresses and they obviously expect to receive emails from you. The readiness of your subscribers naturally increases your conversion rates. If Facebook goes down, you lose your entire following. Email marketing allows you to have your own subscribers. Use social media to boost your email list. Automated marketing technology keeps on improving steadily and that is why email marketing is so effective. Being able to customize a customer's experience and send targeted content to consumers drives more conversions and sales for businesses. Email personalization has greatly contributed to a rise in open and click-through rates. Marketing technology has made the otherwise tedious task of personalizing emails very simple.