"1. Recognize That Email Marketing Is Hard, But It's Worth The Effort This was really one of the main takeaways from the panel. Building a successful email marketing program takes time, effort and expertise. This is one likely reason that some companies focus their marketing budget on other channels. While no channel is truly "easy" if you want to drive performance and ROI, it is objectively simpler to launch and ramp a marketing campaign in social, search, display or many other channels than it is in email."
"Want to get a search campaign up and running and scale it quickly? The challenge is really about your budget. If you have the money to spend, you can ramp up that campaign fairly quickly. It's similar in social, especially if you have the content ready. The main ingredient after that is budget. In email, you need to first build a list. Yes, in the U.S., you can buy an email list, but basing your email marketing program on this type of data can be challenging for many reasons. Building an engaged email list over time is more likely to drive long-term success. A great first step in getting into email marketing is understanding the challenge and recognizing that you're likely playing the long game. The long-term payoff will make it worth the effort."
Email marketing requires substantial time, effort, and specialized expertise to build a successful program. Other channels like search and social can be launched and scaled faster when budget permits, but email demands owning and nurturing a list rather than relying on purchased data. Purchased email lists introduce deliverability, engagement, and quality challenges that undermine long-term performance. Building an engaged subscriber base progressively delivers stronger ROI. Initial priorities include acknowledging the long-term nature of email, investing in compliant list acquisition, understanding and cleaning list data, and committing resources to personalization and operations to sustain growth.
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