CHAPTER 11

E-mail Engaging and Perpetuating Proprietary Audiences

If you aren’t building, engaging and activating proprietary audiences of your own, you’re falling behind.

—Jeffrey Rohrs, author of Audience

Constant changes from Facebook and other social networks have made brands wean off these networks as a source for audience correspondence and content marketing. But only to a point. The organic reach restrictions obviously infuriate many brands now forced to pay for reach. But wise brands see the advantage in blending the viral capabilities of social networks with the messaging control of e-mail and phone text.

Having access to e-mail and SMS contact information is vital to the process of escorting audiences through the sales funnel. Just ...

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