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The Benefits of Email Marketing

I've been thinking a lot lately about why I first started using email for
marketing. There are some obvious down-sides: mostly the effort you must put in
to avoid being thought as spam. But, if you do it right, the benefits far
outweigh the drawbacks.

At some point I discovered that, to use email effectively, I had to think about
it differently than print. You see, when a customer reads a billboard, it's a
one-way conversation. When you email someone, you enter into a two-way
conversation.

I often see marketers write messages that are bascially electronic sales
flyers. There's nothing wrong with this approach, but there is so much more you
can do with email to make your marketing campaigns effective. The technology is
there, all you need to do as a marketer is use it.

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Over the next few posts, I'll give you some advice on how to use your email
to connect with your audience and drastically improve your marketing efforts.

Cheers,

Ryan Allis

About the Author: Ryan Allis

Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In [...]

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