Digital Marketing All-In-One For Dummies, 2nd Edition

Chapter 4

Considering Email Marketing

IN THIS CHAPTER

Reviewing types of marketing email

Building a promotional calendar

Making your emails deliverable

Imagine that it’s seven o’clock on a Tuesday morning. You wake up to the beeping of your alarm, roll out of bed, and stumble to the kitchen, where the coffee that you programmed to brew last night is just finishing its drip cycle. You grab a mug, add some cream and a tiny sprinkle of sugar, and sit down at the kitchen table. Then you check your email.

For many adult Americans, this routine is familiar. Email is not only part of daily routines but also one of the primary sources of information. It probably isn’t a surprise to you that email has a higher return on investment than any other channel by far. In fact, email returns an average 4,300 percent return on investment for businesses in the United States.

Email plays an important role in digital marketing because it helps move customers from one stage of the buyer’s journey (see Book 2, Chapter 3 for more on the buyer’s journey) to the next in a way that yields high return on investment. Because email is both cost effective and time effective, not to mention one of the first channels ...