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Email in 2017: still a profitable investment?

Despite the increase in tools like Slack and Workplace it seems that email is still an important marketing channel and that it will be destined to grow. In the article published in Martech Today, Len Shneyder says that in recent years there have been over $ 365 million of investments in so-called email centric companies.

2016 was dominated by a series of events, acquisitions, consolidations and exits, as evidenced for example by the cases of Iterable (a company dedicated to multichannel marketing) and Marketo, who found a series of investors on the market who helped to capitalize considerably the companies in question.

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Email marketing: from strategy to action

Email marketing is one of the best ways to promote your brand on the internet: the goal is to get the maximum return in terms of contacts, new customer acquisition and increased sales.

Along with so many advantages, email marketing is however an activity that also involves considerable risks, which can only be avoided if one operates on the basis of an effective email marketing plan.

The biggest risk is losing contacts and registering a high percentage of names that are deleted from your mailing list or asking to be deleted from your newsletter.

Has it already happened to you? It is very likely. And it is also physiological that a certain number of people choose not to receive your communications anymore. But when this number starts to grow it is likely that your plan, your strategy or your content has to be reviewed.

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