The goal of all marketing is to attract interest in, build desire for, and generate sales of your products or services. Email marketing is a perfect medium to pick up where other marketing leaves off. Email marketing is still one of the most cost effective ways to contact prospects and customers.

It’s far cheaper than traditional bulk postage mail and in many cases can have a much larger impact on immediate sales and long-term relationship strength than traditional advertising.

When done correctly, email marketing can be an extremely powerful and effective marketing technique. It’s a medium that allows a buyer and seller to freely communicate with one another and build a relationship based on value and trust.

When done incorrectly, however, email marketing can be destructive, erode brand equity, and turn your happy clients into litigious flamers. It is for this reason that one must make sure they send only permission-based email communications to their subscribers.