Email Marketing: What You Need to Know

An increasing number of companies are turning to email as an alternative to traditional direct mail marketing, recognizing the power of this medium as a low-cost, high-value communication channel. This trend is a natural outcome of the proliferation of email itself. Ten years ago few people had email addresses; today, few do not. Most people have integrated email into their personal and professional lives. Studies show that many people check their email both day and night, thanks to the proliferation of mobile devices. In AOL's most recent "email addiction" survey, 59% of people emailing from portable devices admitted to using them in bed, in their pajamas! 

 With this kind of penetration into peoples' lives, email is an excellent tool for establishing and maintaining customer relationships. Success in business is all about creating customer loyalty and driving repeat business. The value of customer loyalty is too compelling to ignore, since acquiring a new customer is much more expensive than selling to an existing customer. Customer loyalty is a function of trust, and that trust is best established through ongoing, consistent communication.