As any accident lawyer or dubious plastic surgeon would tell you, the success of billboard marketing is an exercise in volume. Masses of road-trippers and rush-hour drivers glancing at your ad will see the same message. While only a fraction will feel compelled to act on it, that fraction represents a little of enough for the numbers to work. For most marketers and retailers, this is the state of their email marketing program. But should it be?
Email is one of the few one-to-one channels marketers wholly own. They have unbridled access to their list and the data they need to drive the program. Email offers them the opportunity to tell a tailored brand story, convert prospects and increase customer lifetime value (LTV).
