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Email marketing continues to reign supreme atop the return-on-investment charts, beating out SEO, content marketing and paid search. When it comes to dollar-for-dollar investments, no other marketing channel beats email. Still, brands can’t expect to hash out lackluster email campaigns, hit the send button, and then just wait for the money to roll in.
Channels like social media, mobile apps and immersive in-store experiences are exciting touch points for digital marketers looking for the coolest new ways to engage consumers. However, those same marketers may have inadvertently pushed email to the back burner. Although the appeal of such innovative marketing channels is completely justified, the shift in focus has caused s ...