Why Your Email Marketing Should be Based on the Customer Journey (Kath Pay)

What is email marketing? Is it simply sending emails (either batched or triggered), or does email marketing involve something much more than that? A few years ago, I coined the term “Holistic Email Marketing,” which I feel describes a more comprehensive approach for email marketers to take. I came up with this term in response to the typical situation in which an email marketer is focused on a company’s email marketing program that consists of only designing, writing, optimizing, and sending emails. (kissmetrics.com)