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by Matt Bacak (Foreword by), Paraic Bergin (Author)
Despite regular predictions of the death of email, it continues to dominate the online marketing space and is likely to do so for quite some time. It has significant advantages over social media, the foremost being permanency - emails sit in the inbox until removed while Facebook, LinkedIn, Twitter, Instagram, TikTok & Whatsapp feeds change by the second. The real challenges for marketers are (a) avoiding the spam/junk folder and (b) getting their email read.
This book is written for the beginner, by a beginner. One who has made every mistake in the book and then some. Who has invested time and money building a list, only to leave it go cold simply for want of keeping in touch. Who has faced the awful reality of sub 1% open rates and Zero clicks. Of day after day, week after week checking in to see no sales, only unsubscribes. Who has culled hundreds of unresponsive emails from his lists, not once, not twice, but several times. One who has questioned why he ever got started with this and why he kept going.
A responsive list of subscribers is an asset no business should be without, yet many traditional businesses either don't have one or don't manage it properly. Email marketing is simple - difficult but simple. It demands discipline and consistency, focus and clarity. Done properly, it can be the difference between surviving and thriving.
