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While the majority of retailers believe that email is a critical investment for their business, many have yet to achieve their desired results using the communications channel, according to a recent survey from Retail TouchPoints of 200 consumers and 100 retailers.

When asked about email marketing objectives, 65% of retailers aimed to increase email rates — such as opens, click-through rates, and conversions — yet only 51% were able to successfully complete their objective.

Email is still a powerful tool for marketers in reaching consumers. Roughly 50% of respondents claimed that email was their preferred mode of receiving marketing material, according to a 2016 Adobe survey.

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