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The Truth About Email Marketing by Simms Jenkins

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Truth 20. Get more from your email list

No one likes to leave money on the table. However, most email marketers are doing exactly that after spending a great deal of capital and resources in acquiring new customers and prospects. It costs 5 to 10 times more to acquire a new customer via email than it does to retain an existing one.1 So why are so many companies leaving their best and most thoughtful work for the hard (and expensive) task of acquiring prospects while their existing customers endure many seemingly basic and generic emails?

Maybe it has to do with company goals or the general melancholy that occurs from running ongoing retention campaigns. It shouldn't. As most marketing managers know, their best customers are already in their ...

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