"In an era obsessed with social feeds, algorithms, and the next new channel, email marketing is often treated as yesterday's news. Yet every day, hundreds of millions of messages quietly power relationships between businesses and the people they serve. Few leaders have a clearer view of that reality than Frank Vella, CEO of Constant Contact. Vella oversees a platform that sends staggering volumes of email, but his perspective isn't rooted in scale alone."
"Vella notes that during peak periods, "We distribute approximately 300 million emails a day and we peak at more 500 million emails sent in a day on our clients behalf." Numbers like that naturally raise questions about relevance and trust. "One persistent myth," he says, "is that email is dead, and that couldn't be further from the truth. Look at your inbox.""
"Another misconception is that volume equals spam. "Any list used to send emails through Constant Contact has to be an opt-in list. And we monitor closely for bad behaviors." For Vella, email's enduring value lies in its return on investment and its ability to connect on a personal level. "Email is the highest ROI of any marketing tool," he says, while emphasizing that email must coexist with social media rather than compete with it."
Email marketing continues to power direct relationships between businesses and customers through hundreds of millions of daily messages, with peaks above 500 million. Constant Contact enforces opt-in lists and monitors for bad behavior to preserve trust and relevance. Email delivers high return on investment and enables personal, recipient-controlled communication that complements social media's reach. Leadership prioritizes empathy for small business owners juggling many demands, focusing on simplifying complex technology into usable tools that help businesses reach customers effectively and responsibly.
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