Your email list is potentially the most important asset your business owns. Search engine traffic and social media play a huge role in online marketing, but if I had to choose just one channel? It would absolutely be email.
Having access to your target market’s inboxes gives you the opportunity to continuously send valuable content, and to build long-term relationships.
The trouble, of course, is you don’t have a hope of building these relationships if your subscribers aren’t opening your emails. According to Silverpop’s 2014 Email Marketing Metrics Benchmark Study, the mean open rate across all countries is a mere 20.2 percent; this means that for every 100 emails that get sent, only 20 get opened.
