Email marketing is an evolving, powerful tool that is widely misunderstood by many in the marketing community. Those with prejudices against the channel fail to see the opportunities it offers for highly personalized, always trackable marketing efforts.

That means providers of email marketing services must devote much of their effort to educating potential customers, so they understand the value that their services offer. Indianapolis-based email marketing pioneer Delivra takes a very aggressive approach to developing understanding on both a macro level and in how their sophisticated, user-friendly platform puts those opportunities within reach.

The company engaged Scott Flood Writing to develop a series of white papers on topics related to email marketing, such as the use of list segmentation strategies. The white papers explained the concepts in simple, easily understood language, with practical examples.

The white papers became a key element of the company’s marketing efforts, paving the way for direct sales efforts by the company’s reps.