Internet Marketing Digital_marketing_for_dummies | Page 264

Following Up with Email Marketing
IN THIS CHAPTER
Reviewing types of marketing email
Building a promotional calendar
Writing and designing marketing email
Making your emails deliverable
Imagine that it’s seven o’clock on a Tuesday morning. You wake up to the beeping of your
alarm, roll out of bed, and stumble to the kitchen, where the coffee that you programmed
to brew last night is just finishing its drip cycle. You grab a mug, add some cream and a
tiny sprinkle of sugar, and sit down at the kitchen table. Then you check your email.
If you’re anything like most adult Americans, this routine may be familiar. Email is not
only part of our daily routines, but also one of our primary sources of information. It
probably isn’t a surprise to you that email has a higher return on investment than any other
channel by far. In fact, email returns an average 4,300 percent return on investment for
businesses in the United States.
Email plays an important role in digital marketing because it helps move customers from
one stage of the customer journey (see Chapter 1 for more on the customer journey) to the
next in a way that yields high return on investment. Because email is both cost effective and
time effective, not to mention one of the first channels that most customers turn to, this
channel often yields the best results.
In this chapter, we show you how to create an email plan that gives your customers a
reason to come to you again and again as you grow your business through dynamic,
relationship-based marketing.