Published: 12/12/2013 By Colin BreavingtonE-mail marketing is an essential part of the marketing mix. It’s essential because, for many, it’s the preferred method of receiving communications. As well as being a direct link to your customers, the email marketing technology makes this the communication channel that can deliver the most relevant and targeted message.
Email marketing experts consistently deliver relevant, tailored and high performing email campaigns, largely by understanding their audience, managing their data well, investing in technology and high quality content.
In other sectors, email marketing is used to nurture potential customers. Businesses link an individual’s interactions with their email, website and other touch points and gain enough insight to understand their interests and whether they’re close to making a purchase decision.