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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 14

Email Marketing

If you’re like us, you have multiple promotions sitting in your inbox right now – coupons, referrals, sales pitches and more. This is email marketing. Many online retailers (Groupon, Fab, Jackthreads, Thrillist, Zappos) use email marketing as their primary traction channel, via sales, discounts, and newsletters.

For this channel, we interviewed Colin Nederkoorn, the founder and CEO of Customer.io, a startup that makes it easy for companies to send email based on actions your customers take (also known as transactional or lifecycle emails). In our interview, Colin shared his thoughts on how email is still the most powerful marketing channel out there:

“If you’re running a real business, [email] is still the most effective ...

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