The fastest way for an individual to get from point A to point B is to take the shortest available path or route that leads you the target location. It's obvious, and that's an understatement. No one but a fool would take the longest road, unless there's some site-seeing or collateral advantages to the latter.
The same goes for businesses. For a business organization to go somewhere -- anywhere it chooses or needs to go: profits, success, growth, and son on -- it first needs to establish a destination on a virtual map of possible destinations or goals, then draw a path that will get it there. That too is obvious, and nobody in their right mind would think of taking the longer road to success when there's a shorter one available.
Let's assume, for the sake of this conversation, that your business is set on building a solid mailing list: one that can store an audience and identify potential customers among its members when the need arise. This is a basic, even essential marketing way of doing business in the digital age. It turns out that there is a shortest, easiest path to business success when it comes to building, growing and using an active audience. To set your organization on that path, businesses need to learn to walk the line in 3 different ways. Like so:
- Build an email list (i.e., an audience.)
- Use follow-up campaigns to retain and engage with the audience.
- Use transactional emails to secure the active audience members.
That's it! That's all you need to know to get your organization on the right path.