IN THIS CHAPTER
Setting up your DNS to ensure maximum deliverability
Knowing the legal requirements for sending email
Building and maintaining email lists
Personalizing messages for maximum impact
Tracking email response and behavior
Email is by far the most common method of communication, particularly for business-to-business messaging. It’s the single most used application for digital communication. Email can be used for personal emails from your salespeople, or it can be part of campaigns from your marketing team.
Email marketing as an industry has been around for many years. People in business are used to sending and receiving emails. Some businesses understand the power of this medium and use that power responsibly. Others don’t, having fallen for the false promise of spam and the low cost of sending unsolicited mass emails.
Blasting emails to your contact database is simple and relatively inexpensive, but it must be done responsibly ...