In 2020 most of my projects have had a strong email marketing component ... and this was happening prior to the plague. Times change, and even an old-school marketing channel like email marketing warrants a re-look.
Here's the number one finding across my project work over the years:
- Email purchasers might spend $30 an item when buying via email marketing.
- Those same purchasers might spend $35 an item when buying via other channels.
In other words, email marketing has been poisoned by being assigned the role of "low-cost / promotional channel".
If your goal is to make less profit while growing market share (or maintaining market share), by all means, have at it ... give everything away.
If your goal is to run a healthy business, you'll look for a different strategy, going forward.