Digital Marketing Fundamentals

CHAPTER 9Email Marketing

By Michael Stebbins

Email is one of the most enduring digital marketing channels, and it remains one of the most effective. It's easy to find reports that claim it places in the top three channels for customer acquisition, sale conversion, and content promotion. Email is also one of the highest rated channels for customer retention and follow‐up sales.

When email campaigns are properly coordinated with other channels, this amplifies the effectiveness of your overall campaign results. On a budget or under pressure to show results? Email marketing is among the most affordable and measurable channels in digital marketing.

With all these benefits, this is a vital channel to understand for your campaigns, for your OMCP and OMCA exams, and for your career in digital marketing.

This chapter covers what a marketer needs to know to manage basic email marketing campaigns (or teams that implement them), and the concepts of integrating email marketing with adjacent channels.

By the end of this chapter, you will know the following:

• Principles that will guide you, even when email marketing practices and rules evolve
• Enough history of email marketing to understand some of the present challenges
• Key regulations and how to stay up to date to protect your company from complaints or fines
• Some basic email strategy, planning, and implementation practices
• How your choices can affect deliverability and how many messages make it to the inbox
• How email marketing can integrate ...