E-mail direct marketing campaigns are more effective than social media sites when it comes to landing new customers, accounting for 7.5% of all acquisitions, according to analytics firm Custora. With that in mind, e-mail marketers should take care to avoid words that give the impression of spam in the subject line, writes Ben Weitzenkorn. He also recommends tracking subscribers to figure out what works and what doesn't and using e-mails to establish communication lines with customers to improve products through feedback.

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