The key point of email marketing is its ability to directly and effectively communicate with a targeted audience. Companies should engage in email marketing because it offers several significant benefits:

Cost-Effective: It’s an affordable way to reach a large audience.
Personalization: Allows for tailored messages based on audience behavior and preferences.
High ROI: Typically offers a strong return on investment.
Direct Engagement: Emails go straight to the inbox, enhancing engagement.
Measurable: Provides robust analytics to track and optimize performance.
Automation: Supports automated campaigns for improved efficiency.
Relationship Building: Helps maintain and grow customer relationships.

In essence, email marketing is a powerful, cost-effective tool for personalized, measurable, and engaging communication.