Email marketing isn’t what it used to be. Which is not to say that it’s become any less effective. Quite the opposite, actually: Email continues to offer the best return on investment around — outperforming other digital marketing channels substantially. In fact, according to the Data & Marketing Association and Demand Metric, email has a median ROI of 122 percent.
So, all I’m saying here is that email marketing has changed immensely since the first email marketing tool for small businesses was introduced way back in 1998. Today, email newsletters are no longer a novelty, and when it comes to personal email, most of us navigate through our inboxes at lightning speed. We quickly decide which messages are worth our time and which will get trashed or ignored.
