‘Life Beyond The Click: Email In 2015’ – ‘Marketing Land’ Article
Dela Quist says, “Since the inception of email as a marketing medium, it’s been thought of as a bottom-of-the-funnel marketing tool – driving conversions and purchases using data gathered from previous emails and other channels.
As a result, email marketers have been laser-focused on sending the right message to the right person at the right time.
However, this has created a dominant way of thinking that views email marketing as a staccato series of singular events. It’s not wrong, but that approach doesn’t allow email marketers to fully realize email’s potential through the rest of the customer journey.
Used in the right way, email can raise brand awareness and shape consumer behavior at the top of the funnel”.
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