The document discusses the benefits and advantages of email marketing. It notes that while there are many online marketing platforms, email marketing remains a core asset because it provides high returns on investment. Email marketing aligns with consumer preferences for personalization and occurs through a familiar channel that people use daily. It respects privacy and only begins with user consent. Tools continue advancing alongside digital innovation to support multimedia content and engagement.

1. M A S T E R I N G
T H E A R T O F
E M A I L
M A R K E T I N G
BRIANBERNER

2. Every business has a variety of online
marketing platforms to choose from,
but the diversities of the marketing
tools that exist make it difficult to find
your best way of engaging with leads.
The challenge of online marketing isn’t
so much about the “how”, which is
through the web, as it is about the
“what”, which needs to be a tool that’s
ideal for your brand.
J A N E G O O D A L L

3. S O C I A L M E D I A , F O R E X A M P L E ,
G E N E R A T E S L E A D S F O R S O M E
B U S I N E S S E S W H I L E P A I D A D S H E L P
O T H E R C O M P A N I E S I M P R O V E T H E I R
B O T T O M L I N E S A N D C O N V E R S I O N S .
C H O O S I N G A S P E C I F I C T O O L F O R Y O U R
O N L I N E M A R K E T I N G I S S M A R T
B E C A U S E O F S P E C I A L I Z A T I O N , W H I C H
A L L O W S Y O U T O M O R E S U C C E S S F U L L Y
G E N E R A T E , C O N V E R T , A N D S E L L L E A D S.

4. A MARKETING TOOL
THAT MANY TAKE
FOR GRANTED
Sending messages, which initially
occurred through the U.S.-
government’s ARPANET, was the
first thing ever achieved by the
internet. Email marketing became
a lucrative tool after Gary Thuerk —
a digital marketer of the ‘80s —
earned $13 million from sending
out 400 emails during one of the
first-ever-email campaigns.

5. Society’s adaptation to email marketing
hasn’t reduced the influence of private
messaging, however. Over 90 percent of
Americans now seek more-online
personalization, which email marketing
helps to achieve. The fact that people
do send or receive email messages
gives you an ideal marketing channel to
use as a small-, medium- or large-sized
business.

6. WHERE EMAIL REMAINS A
CORE ASSET
S O M E B U S I N E S S E S H A V E T H E I R
R E S E R V A T I O N S A B O U T E M A I L
M A R K E T I N G , F O R T H E
C O M P E T I T I O N B E H I N D T H E
S T R A T E G I E S T H A T M A K E S
E M A I L S S U C C E S S F U L M A K E S I T
D I F F I C U L T F O R M O S T
B U S I N E S S E S T O S C A L E T H E I R
O W N E M A I L C A M P A I G N S . Y O U
C A N B U I L D C O N F I D E N C E I N
E M A I L B Y C O N S I D E R I N G I T S
I M P A C T W I T H I N T H E
F O L L O W I N G :

7. PERSONAL LIFE
Email-service providers work hard to give
their consumers the best account security
that’s possible with modern technology. The
functions behind sending images, text, and
links are only as good as the sustained
privacy of billions of internet users.
PROFESSIONAL USE
The data of the internet establishes a new
standard for professionalism that stems
from our access to endless information.
Professionals leverage emails to obtain key-
data points about the projects they work on.
COMMERCIAL BUSINESS
Business leaders use emails to lead
employees and shareholders. Commercial
businesses are maintaining scalability within
their communications due to the cost-
efficiency of email messaging.

8. Overlooking email marketing disables
you from relying on one of the simplest
marketing tools that has one of the
highest returns on investment. The
revenue from email marketing is made
through these consumer benefits that
marketers take into account:
WHY YOU
CAN’T
AFFORD TO
OVERLOOK
EMAIL
MARKETING

9. PRIVACY
Email-service providers not only maintain
the privacy of their users, but companies are
growing alongside global-privacy standards
as well.
CONSENT
Consumers feel most comfortable when
they agree to share their information, and
an email campaign only begins when leads
consent to it.
MULTIMEDIA FORMS
From live streaming to sending out a recap
of a previous webinar, emails are even
formatted with rows, columns, and
animated graphics that boost consumer
engagement.

10. EVOLVING ALONGSIDE
DIGITAL INNOVATION
W E S U G G E S T E M A I L
M A R K E T I N G B E C A U S E I T
P R E S E N T S T H E G L O B A L
C O N S U M E R W I T H
S O M E T H I N G T H E Y ’R E
A L R E A D Y F A M I L I A R W I T H .
B U S I N E S S E S C A N B E
C O N F I D E N T K N O W I N G
T H A T E M A I L M A R K E T I N G
T O O L S A D V A N C E W I T H T H E
A D V A N C E M E N T O F D I G I T A L
T E C H N O L O G Y .