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Online Marketing Inside Out by Shayne Tilley, Brandon Eley

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Chapter 6Email Marketing

If I were to add up all the revenue I’ve generated over the years and divide it by marketing channel, email would easily take the lion’s share. What’s great about email marketing is that it’s one of the easiest types of marketing campaigns to carry out, the benefits are instant, and when implemented correctly the return on investment is substantial.

In this chapter I look at how a well-crafted email campaign is put together and run, and the methods used to manage your email lists and send messages.

Email’s Undeserved Bad Rap

Email receives a bad rap. Businesses often shy away from running email campaigns in their marketing programs, as they’re concerned they might be seen as spammers. Yet they’re more than happy to have ...

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