The Marketing Magic of E-mail: Nine Ways to Make It Work For You
“E-mail is such an inexpensive and easy marketing tool to use it’s unfortunate that more companies aren’t using it effectively,” says Baggott. “I want to help people build relationships with their constituents that make them feel appreciated, unique, and valued. E-mail marketing is the way to do that. It allows you to reach out to your customers in a one-to-one, deeply personalized way that goes beyond communication or even selling. You’re actually engaging them in mutually beneficial dialog. E-mail is a revolutionary marketing tool . . . you just have to know how best to use it.”
Chris Baggott is the co-founder and chief marketing officer of ExactTarget, an e-mail marketing software firm. He is author of “Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level” (Wiley, 2007, $24.95). You can visit his blog at http://exacttarget.typepad.com.