An essential supporting attribute of both of these scenarios is the treatment of email as an effective two-way channel. Both campaigns initiated a dialog with their target audiences based on a known point of interest. The web's killer app. The idea of a low-cost delivery channel with vast reach is a marketer's dream. But few have taken this reality to its furthest point.
Email is much more than a low-cost delivery mechanism.
Through this dialog, businesses can offer valuable information that pertains to each person's known needs and interests, driving amazing quadruple digit ROI, and actually increasing brand affinity. And by capitalizing on email's truly interactive nature, marketers can help remove spam from their menu of concerns. Voice your opinion. The problem is getting to it. In fact, she has readers around the world.