What is email marketing? Is it simply sending emails (either batched or triggered), or does email marketing involve something much more than that?
A few years ago, I coined the term “Holistic Email Marketing,” which I feel describes a more comprehensive approach for email marketers to take. I came up with this term in response to the typical situation in which an email marketer is focused on a company’s email marketing program that consists of only designing, writing, optimizing, and sending emails.
However, when asked what they’re rewarded on, most email marketers respond “conversions.” So, if we take this into account, we see that there is a flaw in the approach of focusing on only the actual emails, as most conversions happen beyond the email.
I love email, but let’s be brutally honest here. Email is simply a vehicle that drives traffic toward the point of conversion. Only in very rare circumstances is it complete in itself.
Why Your Email Marketing Should be Based on the Customer Journey
