Why email marketing should work, and why it often doesn’t

Email marketing is the first and oldest online marketing strategy. Long before Mark Zuckerberg was even a twinkle in his parents’ eyes, businesses realized that email was a great way to turn contacts into customers.

And, in the more than four decades since the first email marketing campaign, a lot has changed in the marketing world.

Old marketing staples like billboards, radio spots or direct mail seem to be going the way of the dodo – or at least, that’s what many newer businesses seem to believe. Out with the old, and in with the new…and in the world of digital marketing, there’s always something new to try.

So where does this leave email marketing? Since less than 50 percent of businesses are investing in email automation, it seems like most businesses don’t see it as a meaningful way to market their business.

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