Email is a powerful and decentralized tool for communicating with customers and prospects. Unlike social media followers, you own your email list. You don’t have to pay to reach them like you would for an advertising audience. Sending an email is essentially free. A single email can be sent to 1 person or 1 million people with the same amount of effort. It’s this great usability and low cost that is email’s greatest pitfall for companies.
If you treat email like a commodity, you will get commodity results. Your email database is only as valuable as your ability to reach the people in it.
In this guide you'll learn: