The email marketing success in the U.S. can partly be attributed to marketers' collective mastery of A/B testing. This methodology involves creating two versions of a certain medium and sending out the version that attracts more traffic. It also experiments with pairings of elements like subject lines, email content, and send dates/times. Regardless of what you hear about the supposed ""death"" of this old strategy, keep in mind that customers can't get a social media account without an email address. On top of that, people open their email when it comes to confirmation of transactions and the like. Email, in other words, remains a relevant medium.
http://www.stewarttechnologies.com/blog/industry-news/get-email-marketing-right-with-proper-act-contact-management-training.php
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