Before we move on to talk about the economic impact email marketing can have on your business,
we’ll recap what you’ve learned so far:
• Email did not start as a marketing channel; it was a way in which to create real-time communications
that eliminated geographic barriers.
• Email, in a consumer’s mind, is not about marketing; it is about personal relevance. Personal
and business messages are combined inside an inbox and fight for attention based on how
effectively they can positively impact the reader’s life.
• When all is said and done, effective email marketing doesn’t start with the most beautifully
designed message; it begins by getting one of the five types of email into the consumer’s
inbox and driving the right reaction from the reader.