Although many are still hesitant to move away from their tried-and-true snail-mail methods, others are rapidly discovering that email marketing is one of the most effective means of generating sales.
When Shop.org surveyed retailers for its State of Retailing Online 2009 report, it found that email was the most-mentioned successful tactic overall.
The Ad Effectiveness Survey commissioned by Forbes Media in February/March 2009 placed email marketing second only to search engine optimization for generating conversions.
And research conducted in 2009 by the Direct Marketing Association (DMA) found that email outperforms all other forms of direct marketing.
The bigger question, of course, is why? Of all the hundreds or even thousands of messages consumers are exposed to each day, why is email marketing so effective?
There are several reasons, and independent operators of small businesses who embrace the following eight principles will quickly join in the chorus of praise.
1. Email marketing has a broad reach