Part I: The Truth About Why Email Works
Truth 1. Email is a powerful marketing tool
I often dread the situation in which people outside the marketing industry or unfamiliar with email marketing ask what I do for a living. Typically, the second I mention the word email, I get an audible sigh followed by a comment about spam, their overflowing inbox, and how I'm contributing to the problem. As responsible marketers, we know that this couldn't be further from the truth.
Usually I'll explain to these people how permission-based email marketing works, and then they will realize that they have signed up to receive and enjoyed at least one type of regular email communication from a company without even knowing it was “email marketing.” At that point, ...
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