8 Questions About the State of Email Marketing

I have run my email-focused digital agency for over eight years and I have heard thousands of questions from clients, prospects, peers, and friends about how email marketing really works (and doesn't). I have even written dozens of articles that (hopefully) address many of these issues. Many of the questions stay the same (best day to send an email, good open rate, etc.), but many new ones are popping up as the industry evolves. Here are eight (and one history nugget) that are relevant to today's inbox that are good to have in your back pocket.

1. I have more Twitter followers than email subscribers - does that mean Twitter is more valuable to my brand?

Twitter is easier to deploy messages for sure – no creative, coding, delivery issues, and the like. But it depends on your goals and results (you are getting metrics for your Twitter posts, right?). It's a bit like arguing about which is better: coffee vs. lunch – they serve different purposes. However, most won't engage with (much less read) your Twitter message. Brafton reported only 6 percent of tweets sent across the web see even a single retweet, which is for many the key indicator of engagement on Twitter.