Why do so many industrial companies fail with email marketing? In my opinion, it’s because they do not understand the proper role of email in the marketing mix.
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Rule No. 1: The e-mail must be Anticipated
Why waste time and effort sending e-mails to recipients who don’t need what you sell, don’t want your products and know nothing about you? We recommend sticking with “opt-in” e-mail lists to optimize results. Don’t have an address list of hot prospects primed to buy? Not to worry. This can be accomplished in a number of different ways.
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