CHAPTER 1

Email Still Matters

In the words of one senior marketer: “Email marketing is a license to print money.” Despite the rise of social and digital media, the evidence is clear—email marketing has capabilities that its alternatives simply do not. In a 2014 survey of 300 U.S. digital marketers, Gigaom Research (underwritten by Extole) found that email marketing was cited as the most effective digital marketing channel for customer retention in the United States, with social network marketing coming in a distant second. Additionally, a 2012 study sponsored by BtoB Magazine reported that 59 percent of B2B marketers say email is the most effective channel for generating revenue and that 49 percent of B2B marketers spend more time and resources ...

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