Email gets a bad rap, but remains an extremely effective and affordable marketing tool

What do you think of email marketing?

People consistently say, I don’t like spam; I don’t read email from companies selling me stuff; email is intrusive; or, my inbox is already too crowded, so why would I want more?

While each complaint has some validity, email is still one of the most important tools marketers have.  There are many reasons why: it’s measurable, easy to test, easy to improve and refine, customers have asked for it, it is easy to segment and it is cheap. And, when it’s done right – when an email offers value and/or a relevant message – people do actually like receiving them, no matter how crowded their inbox is.

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