Email marketing isn’t a one-shot event; it’s a process to creates a conversation that eventually leads to a meeting with the prospect.
Most companies are now doing some form of email marketing. Based upon my experience, though, many of them don’t have a clue about how it works.
With that in mind, this post will describe, in brief, the single most important thing you need to know about email marketing:
What Doesn’t Work
Based upon the hundreds of marketing emails that I’ve reviewed and critiqued as part of my free weekly newsletter, many marketers tend to think of email marketing as a one-shot event.
When marketing by email they broadcast information-rich emails to as large a list as possible, hoping that the information will convince some percentage of recipients to contact or meet with a salesperson.
