Like all forms of marketing, an email marketing campaign usually has a single end goal: the conversion of non-buyers into buyers. Buying decisions tend not to be made all at once, but rather in a series of small steps toward a commitment. For an email marketer, the first step toward conversion is signing up for your mailing list. After that, it’s the click-through. With each of these actions, the subscriber makes a small behavioral commitment to the idea that you are someone who provides … [Read more...]
