Columnist Daniel Faggella lays out the four phases of email marketing and discusses how you can fine-tune each to improve your bottom line.
Both email marketing and marketing automation software should ultimately save time and enhance revenues — and taking a myopic view of these technologies’ applications in a client company is a major oversight.
When marketers are able to look at how these technologies are functioning through a customer lifecycle, they can identify bottlenecks, opportunities, and relationships between the two that open up massive potential to boost the bottom line — and that’s the business we’re in.
As email marketers, we’re not merely in the strategic advisory business, or the software integration business, or the copywriting / optimization business — though we’re involved in all those components and more. The work of a real email marketer (the work I’m involved in every day) is the business of driving results that you can see on the bottom line…
