Email Marketing: A Complete Guide to Increasing Lead Generation and Conversion Rates

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When it comes to marketing, there are a myriad ways to reach your audience. Traditional forms of TV and radio commercials, billboards, and direct mail are still effective. However, in an age where everyone is online, it’s also crucial to pay attention to the digital landscape — especially when it provides you with an opportunity to advertise in ways that are (a) non-disruptive, and (b) can actually provide value to the reader, far beyond a purchase they can make from you.

Such is the case with email marketing. And while everyone knows how to send an email, doing so effectively as a marketer requires a lot of strategizing and testing.

What Is Email Marketing?

As the name states, email marketing is direct communications you send to your prospects and customers to promote your business. However, that’s only the tip of the iceberg. You don’t just send messages saying, “Buy now!” like with what you see on television.

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