Fear and self-loathing in email marketing, the brand new book from Alchemy Worx ceo Dela Quist (co-authored by Sticky Content’s very own Dan Fielder) takes a refreshingly honest look at its subject.
Released as a series of essays – now free to download from Email-Worx – it tackles the uncomfortable truth that, despite email being the preferred way for consumers to be contacted by companies, marketers tend to err on the side of reticence, for fear of being labelled spammers.
Dela argues that email is a powerful branding channel that derives much of its power from its one-to-many capacity. Where email marketers have tended to focused on relevance and timeliness, Dela argues that they should be focusing more on value and frequency.
As a result, many businesses are missing out on the huge commercial opportunity that regular inbox-exposure can bring. And in these austere times, nobody can afford to do that. Especially not while email marketing remains one of the most affordable, reliable and measurable forms of marketing available.
So perhaps it’s no surprise that, here at Sticky Content, we’ve noticed a recent surge of interest in this area. Our Improve your marketing emails courses fill up weeks in advanced.
All in all, there’s no better time to reassess your approach to this oft-misunderstood medium – and start reaping the rewards.