Early History of Email Marketing

​A marketer with decades of experience at multiple companies, Carmine Fusco began work at his own firm, CLM Global Enterprises, LLC, in 2017. Carmine Fusco understands how to manage clients effectively by applying the best email marketing practices.

Creating successful email marketing content consists of several elements. Even if a company’s writing is informative, customers will not read it if it is poorly formatted or stressful to navigate on a smartphone. Putting each idea into a separate paragraph and making strategic use of white space can visually present material in a readable way across devices. Adding alt-text to images, using high-contrast colors, and labeling links and buttons with descriptive text, will also increase accessibility for readers who use a screen magnifier or screen reader.

Determining the right visual and textual brand voice occurs via A/B testing, where separate subgroups, comprised of randomly-selected members of a mailing list, receive different versions of the same email. Using metrics like the percentage of customers who opened the email, clicked on a link inside, or even opted out or marked the email as spam, can help improve future marketing efforts.

Carmine Fusco

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