We don’t mean to step on the toes of any social media marketers, but it’s time to shine a light on email subscribers. Email may often be seen as an old school channel, but the truth is, it pulls weight in the marketing arena that’s unmatched by other channels. Why? Because of the special relationship that email creates between a brand and a subscriber.
Given that it’s easier to build a personalized connection and track ROI with an email subscriber, we may even go so far as to say an email “subscribe” is more powerful than a social “like.” Here’s why.
When we think about the email workflow and what it takes to build a successful email program, we too often focus exclusively on the pre-send process. And while the pre-send process is absolutely crucial to building a successful email program, the best email marketers don’t consider their job done once they hit the send button.
Here at Litmus, we believe there are three crucial pillars to email marketing success—and only when you master all three can you build a state-of-the-art email program that can positively impact your entire marketing mix.