Email marketing is the process of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It is a powerful channel to reach the audience, and it can be used to achieve a number of different objectives, so it’s worth spending some time thinking about what business wants to achieve with it before jumping in.
Take a glance at the primary email marketing metrics used to evaluate its activity:
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