email marketing best practices

Email: The Foundation of all Online Marketing

Although we’re an email marketing agency, we’ll be glad to see this month—and all of the 2012 predictions that came with it—come to an end. We must stay on top of the changes in the email marketing industry and the predictions help us to do so, but we are ready to get down to the business of email marketing ROI once again.

Why? Because one constant remains throughout all those predictions: Email is the foundation upon which your online marketing program is built, no matter if you’re switching from an ESP to marketing automation provider or putting extra resources into your social media campaigns. Email is the enabler to it all.

And that’s something we can all bank on by keeping our focus where our focus should be: constantly optimizing our email marketing best practices and programs, and further integrating our email with our web analytics and social media marketing.

Email is the starting point, the foundation, the enabler and even the glue. It’s also the preferred medium of your customers. According to ExactTarget, “56% of US Internet users interact with brands only via marketing emails, compared to 1.3% who interact only via Twitter and 0.7% by Facebook.” [ExactTarget, “Subscribers, Fans, and Followers: The Social Profile” (2010), emphasis added]

Emails not going away, and it needs your attention to make sure it’s doing all it can for you. The other stuff might be shiny and new but without the solidity of a well-functioning, optimized email marketing program, your other online and social media marketing efforts will fall short.

You’re already taking action to keep your email optimized: You’re reading this blog! For other resources that will educate you and strengthen your email marketing foundation, subscribe to our email marketing newsletter and definitely be sure to visit our booth at MarketingSherpa’s Email Summit 2012 next week.

Or just reach out to this friendly email marketing agency for some one-on-one email marketing consultation. We’ll help you lay that foundation brick by brick.

Published On: January 25th, 2012Categories: Email marketing best practices

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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