We are doing something fun this week! We decided that we would conduct a short impromptu interview with the owner and CEO of EDK and Company — our boss, Endrea Kosven. We asked her point-blank to give us her reasons for strongly advocating the use of email marketing.
Staff: Endrea, would you please give our readers your first reason as to why you advocate email marketing?
Endrea: If I had not used email marketing, nobody would know about EDK and Company. I have been in business for eight years, which is a considerably short amount of time to have achieved such a global clientele. I have found that email marketing is great at keeping the company top of mind, meaning that hearing from us on a consistent basis keeps us on everyone’s mind.
Staff: Ok, we have a two-part question. 1) How often is the “consistent basis” you speak of? 2) How do you know who to send the emails to? Wouldn’t most people find a bunch of emails by the same company annoying?
Endrea: (Laughs) No, because we have a targeted list of potential clients that are interested in the services we have to offer. The targeted list is what makes email marketing so effective. As for how often, it depends on the industry. Some of my clients want emails to go weekly, some once a month, and some want it quarterly so it depends. I tell my clients if they offer a service, either biweekly to monthly
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. If they sell products, then I recommend weekly to biweekly.
Staff: What would be the reason for the email?
Endrea: You can promote a call-to-action, perhaps an announcement, or a holiday greeting. You can also have specific promotions or just provide information and resources, things of that nature.
Staff: Now give us your third and last reason as to why email marketing is so important to businesses.
Endrea: Email marketing can position you as a thought leader and as a resource in the industry you represent. When your company sends out important informational emails, your clients or potential clients will appreciate it, and in turn, you will have positioned your company as one in the know and the one to go to.
Staff: Thank you for doing this interview with us!
Endrea: Of course, it was fun!
Endrea Kosven, founder and CEO of EDK and Company, studied at the USC Annenberg School for Communication and Journalism and the Fashion Institute of Design & Merchandising in Los Angeles. She has worked for several media outlets, including MTV News, KCAL-9 Los Angeles, KYSR 98.7 FM Los Angeles and the Los Angeles Dodgers, where she got her start as a junior publicist.