‘Create Content That Engages Without Selling’ – Silverpop Blog
Loren McDonald says, “For many marketers, email drives more sales than any other digital channel. Using email only to generate immediate sales is shortsighted, though.
Email also is an excellent brand-building tool, whether you call it “branding” email or my favorite, “white space” email.
A more descriptive name is “engagement emails,” reflecting all the ways you can use email that doesn’t overtly sell.
Make no mistake: Engagement email can sell just like its promotional-email sibling. It’s just not the only focus.
Promotional emails seek immediate sales, while engagement emails build for the future. Each has an essential place in a high-performance digital marketing program“.
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