How do you honestly feel about email marketing? For some, it’s a weapon of evil. For others, it’s an extremely effective, lucrative marketing tool—and one that is definitely worth investing in. So, why the discrepancy?

A lot of companies that use email marketing don’t realize it’s all about managing relationships. You need to approach it with tender loving care. If you aren’t completely sold on it, you’re not going to sell your audience. If you’re half-assing it or making it all about you, people probably aren’t going to like you. And if you lose that spark, your audience might find it somewhere else.

But don’t let the people doing email marketing the wrong way dissuade you from what’s possible. We’ve seen first-hand how good email marketing has the power to transform a business, nurture relationships, strengthen a brand, and help rake in dollar bills.

This might sound like a sales pitch, and it is—in part. We help our clients use email marketing effectively, so they can reap the benefits. That may be a pitch, but it’s also the truth.

Here are some unbiased, big-picture email marketing benefits every business owner should know:

It’s already benefitting your competition. Ninety-five percent of companies using marketing automation are taking advantage of email marketing and 64% of those marketers say they saw benefits within months of implementation. (regalix.com)

It is responsible for nearly a quarter of sales. On average, companies attribute 23% of their total sales to the email marketing channel. (adestra.com)

It isn’t going anywhere. Ninety-one percent of consumers check their email daily and that number is only expected to grow. (exacttarget.com)

It’s more effective than social media. Email is 40 times more effective at acquiring new customers than Facebook and Twitter combined (idc.com). Email campaigns generate six times more click-throughs than tweets do. (campaignmonitor.com)

It drives more purchases than competing platforms. Email has the highest conversion rate (66%) for purchases when compared to social media and direct mail. (thedma.org)

It is the king of ROI. For every $1 spent, email marketing can generate up to $43 in ROI. That’s 4,300 percent. (entrepreneur.com)

Your customers like it. Seventy-two percent of consumers say that email is their favored form of business communication. Sixty-one percent say they like to receive promotional emails weekly and 28% want them even more frequently. ­(marketingsherpa.com)

It builds longer customer relationships. The lifetime value of customers acquired through email is 12% higher than average, while Twitter is 23% lower than average. (custora.com)

Mobile optimization is crucial. People in the United States across all age groups check their phones an average of 46 times daily. Not surprisingly, click-through rates on mobile-centric emails are 23% higher than those built solely for desktop users. (time.com, emailmonday.com)

Most companies don’t have time to do it right. Only 10% of companies employ individuals who are dedicated to email marketing. Email marketing responsibility falls to employees as part of their wider marketing responsibilities in 40% of companies surveyed. (adestra.com)

Bottom line? The numbers don’t lie. Email marketing (done well) is a kickass tool you can’t afford to skip.