Email Primer for the Class of 2016

If you are graduating from college with a degree in business, marketing or communications, this article is for you. English lit majors who aren’t continuing on to grad school and who hope to someday pay back their student loans, it wouldn’t be a bad idea for you to read this as well. I’d like to discuss one of the most important, if underrated, marketing tactics of today: email.

Before going any further, we should discuss the 800-pound gorilla in the room. Putting MySpace aside (sorry, Tom), social media has taken off like a rocket since 2004. Facebook fundamentally changed how people around the globe communicate with one another. Companies quickly learned that they could reach their customers through the platform and have been pumping ad dollars into the social giant ever since. In 2015, the company grossed about $18 billion, almost entirely from selling ads. Of course, Facebook is far from the only social media company on the block. Instagram, Twitter, Snapchat, Pinterest and many others vie for our attention. And yet, email remains one of the most critical platforms for companies that wish to engage with consumers.

The rest of this post can be viewed on Target Marketing

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