I start off the just-released 2nd Edition of Email Marketing Rules by quoting EmailMarketingReports.com Publisher Mark Brownlow, who once said:
“Wondering if ‘best practices’ were called ‘profit practices’ whether we’d be more likely to follow them. Words have power.”
Since my book discusses 120 email marketing best practices, this quote is a great way to drive home the financial importance of these practices right off the bat. But I also love the final sentiment, because words are indeed powerful.
In digital marketing, where the ground is constantly shifting beneath our feet, our vocabulary often can’t keep up. Giving names to practices, tactics, and tools is clarifying, gives us a label to have conversations around, and allows us to build programs under those signposts.
