While some might argue that email isn’t effective because of the sheer volume of emails that people receive on a daily basis, there is no arguing the fact that this marketing tool is cited as one of the channels that consistently delivers a high return on investment (ROI).
Building an effective lead generation or conversion email campaign is certainly far more complex than simply hitting the “send” button. Crafting a message that is relevant to a prospect, based on their “persona” and place in the “buyer journey,” is an arduous process that combines art (the creative sell) with science (taking metrics into account for message refinement).
Fortunately for our clients, we have those artists and scientists here at Ligon. We build your email marketing campaign from scratch, test it, refine it based on analytics, test it again, send it, track it, and report on the results…from who received it, to when they opened it and how they responded to it. Email marketing can be flexible, measurable, and when done properly by an expert, extremely effective.