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Communicating with your audience is the most important thing you can do as a marketer. With a growing audience, we can no longer rely on face-to-face interactions to accomplish that communication.
Part of an outbound marketing strategy, email marketing drives almost twice as much customer acquisition and retention as social media marketing. In fact, almost 80% of people prefer email based marketing over other channels like telephone, direct mail, or social media.
Email campaigns start before you send your first message.
You have to accumulate an audience to send your messages to. Once you have a list, you can start sending emails designed to raise awareness of your brand, educate, or market your services. As that list grows, you can focus your message, targeting subsets of the larger group.
Email marketing is engaging, allowing you to speak directly to your audience and because there is no complex filter, there is no gatekeeper holding your message back from everyone you send it to. And with 9 out of 10 consumers using email, you can get your message to them in a timely fashion.
Email marketing is the best permission-based marketing channel. By its very nature, the audience wants to hear what you are saying. Additionally, distribution programs such as AWeber, Mailchimp, or Constant Contact, allow you to track who opens an email and whether they click on your links. This data will help you hone your message to maximize your efforts.