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The first marketing email was sent in 1978, resulted in $13 million in sales, and kicked off what has become one of the most highly used marketing channels even to this day. Given its early beginnings, email isn’t as shiny as some newer channels like messaging and social, but it is an effective way to build an owned audience that gets results.
Email marketing isn’t spam. It’s not a personal note from an old colleague either. It’s something in between. Your customers don’t give their information lightly, and — if used right — email marketing can be both a relationship-building and profit-building tool.
You should use email to build upon an existing relationship with your subscribers and leads by providing relevant, valuable information that will help them take action on their goals.
That’s right, email marketing isn’t just about you, or your company. It’s about your customer.
If you keep this golden rule in mind, your subscribers will not only read your emails, but they will look forward to hearing from you every time.
Unless you have the (wo)manpower, free time, and capital to individually build a personal relationship with each one of your prospects and customers, email should be your best marketing friend.