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I am sick and tired of reading and hearing about how email marketing is making a comeback in digital marketing this year. Many publications are hailing the “rebirth” of email, but the truth of the matter is, it never left. In fact, it’s been strong for many years, but people haven’t paid attention because they have been focused on the prettier girl at the dance. Now that they have dated her and found out she wasn’t “all that,” it’s now back to the old steady — email.
People are starting to realize that email won’t cheat on you. In fact, when done right, nothing can beat its impact to brand awareness and ROI. As an email agency owner, I have seen it happen with our customers time and time again. When they invest time, resources, patience, and — above all — money in their programs, the dividends are huge. Trendline has 40 passionate email marketers who design, execute, and report on complex strategies across thousands of campaigns that generate tens of millions of dollars in revenue.
As those who work and invest in the channel know, email marketing never went away. Companies have been enjoying years and years of steady growth in engagement and ROI. To those that diverted their attention away from the channel, it’s now time to catch up.