Email Is a Product, Not an Advertisement
Customers don’t choose to receive your print advertisements, your search and display ads, or even some of your direct mail.
They subscribe to a newspaper, and happen to receive your print ad within it. They search or read content online, and see a pay-per-click ad. Or their names are in a database because they’re attending an event and your direct mail appears in their mailboxes.
Email is different.
Customers Buy Your Email Marketing From You
Sure, they don’t use cash.
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