"It just seemed like the thing to do," she told Insider."I was so green and didn't have a business school background or anything. I just thought I needed to keep up with people somehow."
Email marketing can be a cost-effective way for small businesses to promote themselves and share information with their target audiences. According to, 67% of marketing professionals are investing in email marketing, and 48% of millennial consumers prefer to receive deals from brands via email. have also enabled users to opt out of being tracked by advertisers through mobile apps and websites, which often hinders advertisers' ability to target specific audiences.
Shaker & Spoon uses data to segment its newsletter subscribers and send different emails to different groups of people, Gorovoy said. Some emails go to cocktail box subscribers, while others go to newsletter subscribers, even if they haven't purchased anything, she explained. Some newsletters are targeted to specific groups based on past purchases and preferences.
"Not every single email that goes out is going to be a winner or get the sales, but I look at it as staying consistent," she said."People know you're there even if they don't buy anything. And then when somebody buys something from your email campaign, it's really exciting."survey of over 2,000 marketers, indicating a higher potential return on investment compared to other forms of digital marketing.
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