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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Chapter 1 Review

  • The goal of all marketers should be great relationships.

  • Great relationships are the gateway to maximizing customer Lifetime Value (LTV).

  • You can build great relationships by treating your constituents in a way that makes them feel appreciated, unique, and valued.

  • You cannot be afraid of your constituents. You should always reveal your true self and your expertise, and leverage the information they’ve provided.

  • Pay careful attention to metrics such as cost, revenue per individual, and profit margins.

  • Measure profitability with respect to individual constituents, not products.

  • Maximize wallet share and profitability by focusing on the customers who already like you and perceive your company as delivering good value.

  • Remember that existing customers are much easier to build relationships with and typically cost a lot less than new customers.

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