This might surprise a lot of people but email is the most cost-effective, targeted & effective channel available to most businesses in 2020. That said, most companies don't get it quite right - for a number of reasons. The best email marketing programmes are backed up by a strong top-line strategy and driven by a clean, up-to-date, segmented database of contacts. It's important to have 'clean' data. This typically means that you've stripped out incorrect / old addresses possi