While e-mails have often been classified as being earlier generation marketing tools, yet they remain integral at present times as per marketing research. The click rate here is not that important, more so is the overall journey that potential user undertakes. It enables sharing of important activities firm has done or achieved in the period of time. They also allow personalization which many other tools do not do quite so effectively. Thus it is a crucial cog of digital marketing and not one to be ignored.