By Tony Vidler
Effective email marketing is a lot tougher now than just 2 or 3 years ago, yet it is still one of the most effective marketing methods available if we get it right.
In the old days, say 4 years ago, a good mailing list together with a branded email platform and great subject line would pretty much do the trick. You could reach a lot of people cost effectively, generate a fair bit of attention and translate that into new client or sales opportunities at a reasonable conversion rate.
The rapid adoption of social media sites to communicate one-to-one means email is now getting crowded out to a certain degree. Not in the sense that there is any less of it or that people use email significantly less, but in the sense that consumers are now far more discerning about which emails they will spend time reading.
The essential ingredients in using email marketing effectively are:
Sun Tzu may well have been talking about email marketing in 2015….the effectiveness will be determined by the preparation put in before the emails go out.
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