The Most Important Question in Email Marketing

Author:
Christopher Marriott
Source:

Last month I wrote about the two most important words in email marketing. This month, I am turning my attention to the most important question in email marketing. If you read the previous column, you'll recall that I posed many common questions relating to how one optimizes his or her email campaigns. But the most important question in email marketing wasn't one of those questions -- because the most important question in email marketing transcends the performance of a particular campaign. It's a question that applies to all types of email marketing, from email blasts to triggered emails, from life-cycle campaigns to transactional emails. It's a question that gets to the heart of why marketers use email marketing to begin with....

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