It’s happened to all of us, and no one likes it. You visit a banking site to research home refinancing options.

Later, you receive an email from that bank about credit card rates. You browse men’s golf shoes on a retail site and then receive an email about a sale in women’s bathing suits.

It just doesn’t make sense. Email is such a powerful channel for engagement that companies across industries continue sending more and more of it.

The problem is when the content of the email is irrelevant, or there’s just too much of it: It turns people off. To leverage the best one-on-one engagement channel they have, companies need to understand the right and wrong ways to do email. Email is certainly not dead. It remains the most effective channel marketers have for initiating a conversation and reaching out to their prospects and customers.

  Texting/SMS messages and push notifications share many similarities with email, but people tend to expect push notifications to be both urgent and important. People expect email to be important but not urgent, so they don’t get nearly as annoyed by a non-urgent email as they do by a non-urgent text. Read more from…

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