VIEW: E-mail Marketing 101

What It Does
E-mail marketing is an effective and efficient way to promote your organization and lands you directly in your prospect's in-box. This marketing method offers a high return on investment (ROI), and is highly measurable because of the statistics that are available when using it. While I wouldn't recommend e-mail marketing as your only effort, it can surely reinforce the rest of your strategy. And because you can carry your organization's brand image through to HTML e-newsletters, your message stays consistent—a key ingredient to successful marketing materials.

Why It Works
Have time-sensitive information you'd like to get out? E-mail marketing is the way to go. On a tight marketing budget this quarter? Try an e-mail campaign and avoid printing costs. Need to reliably track results? Do it in real-time with an e-campaign.

Demonstrate your expertise, publicize your current offer, establish your brand — these are all things that can be accomplished with e-mail marketing.

As I've written before, it often takes multiple contacts to bring in a new prospect. With e-mail campaigns, your organization can make several connections at a relatively low cost. Keeping your brand in front of your current and prospective clients increases the chance that they will call you when they are in a time of need.