Why email is still the marketer’s best friend
With all the glamour of social media, it’s easy to think that email’s time has passed. There’s already evidence that young people use email less than older people.
But as a driver of sales and response, email is still hard to beat – as long as you’re sending it to a list of people who’ve agreed to receive it.
This last point gets to the heart of marketing and publishing success in the internet era.As bestselling author and marketing guru Seth Godin says:
Of course, email isn’t the only permission-based system. Social media, too, are permission-based. But a name on your email database opens up more possibilities for direct and compelling communication, and direct and repeat sales.
If you’re publishing in a non-fiction area, or selling a series, this is especially important. You can build an entire business around a permission-based email database.
Next we’ll look at ways to manage your email lists.
Find out more about this topic on our Digital Publishing 101 useful resources site.