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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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3. Email Is Interactive

Now we’re getting to the real magic of email. Interaction. You can track email. You can see exactly where an individual clicks within an email (and which links are ignored). You can measure overall effectiveness and integrate email with other systems in order to measure actual behavior (purchases, etc.). In the interactive world, this is equivalent to listening.

In a face-to-face conversation, you can see if you’re holding someone’s attention. Is your audience rolling their eyes or glancing at their watches? Or are they smiling and nodding enthusiastically? Email interaction gives you the same kind of insight. That sort of trackability is what makes it very different from a postcard or television. Best of all, with email, your constituents can talk back to you. It’s as easy as hitting the reply button. When was the last time you were able to talk back to a commercial and have your voice be heard? Exactly. You can even take email interaction to the next level by adding forms and surveys.

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