To expand on the points made yesterday. All of this breaks a long-time reality that good marketing required big budgets.
Email is the great marketing equalizer. A local Pizza chain like La Rosa’s in Cinncinatti can out-market a national powerhouse like Domino’s when it comes to email (read case study).
Now who has the advantage in the marketplace? The company that can drive the better relationship.
The reality is that with the cost of data going down and the inherent affordability of email; the smaller business might now actually have an advantage when it comes to relationship marketing.