By John W Hayes
Over the past two nights, you have been visited by two spirits. They have taken great pains to demonstrate the error of your ways and hopefully set you on the right path to marketing success. But tonight, you will be visited by the spirit you fear the most – the Ghost of Christmas Yet to Come.
He has two very different scenarios to show you.
The first is unthinkable.
You failed to engage a strategic approach to email marketing, and you are faced with endless toil for little reward. You invest heavily to acquire new customers but your significant cost of sale erodes your margins. Worse still, more agile companies (many of which seemed to come from nowhere) simply eclipsed your business. Morale is at an all-time low, and you are left wondering if all that effort (your life’s work) was worth it. You could have been a contender, but despite all the hard work you put into your business, real success seemed to slip through your fingers countless times.
The second vision is much more palatable.
You’ve fully embraced email marketing best practices, and as a result, your business is thriving. You still have to work hard (really hard). But you are no longer desperately grasping at opportunities; they come to you (often). You are still spending a considerable amount of money on acquiring new customers. But these new customers stick with you and deliver profits throughout the year. Knowing that all your hard work will be rewarded, you enjoy the long hours you have to put into your business. Your passion is infectious. The morale in your workplace has never been higher, and as a result, your employees/co-workers are firing from all cylinders and really adding value to your business.
Does this sound too good to be true?
Well, it’s no fairy tale. Email marketing continues to deliver the highest possible return on investment of any marketing strategy (on- or off-line).
Come on, all you marketing Scrooges: Isn’t it time you embraced the marketing gift that keeps on giving?
How will you ensure your investment in marketing this holiday season rewards your business for years to come?
This post first appeared on the iContact Email Marketing Blog.
A Crash Course in Email Marketing
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