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E-mail Marketing Overview
E-mail marketing is a form of direct marketing in which customers, existing or potential, are informed of products or services from a specific company. E-mails are generally special offers and promotions and are used to generate a specific call to action in order to drive business and increase sales.

Why is E-mail Marketing Effective
E-mail Marketing is an inexpensive and trackable way to get a message out to many people instantly. By reaching many customers at one time, a company can increase its reach inexpensively with the ability to track results; most e-mail marketing software includes tracking such as number of e-mails opened and click through rate.

E-mail marketing can be very cost-effective.  Many times companies compile their own e-mails of current and past customers; these are the easiest types of customers to convert into another sale since they are already familar with the company's products/services. 

Conversion rates are typically low with e-mail marketing campaigns. However, with the low cost of implementing an e-mail campaign, the cost per acquisition can be very low...oftentimes much lower than most other marketing activities.

Many times companies will hire an e-mail marketing firm to handle the campaign for them. By doing this a company can literally outsource a potentially very profitable marketing endeavor in a short amount of time.

Use caution when hiring an e-mail marketing company to send out YOUR company's information. You need to ensure that the company's list of e-mails is legitamate and current.  You should also ensure that the company you use adheres to spam  and e-mail marketing laws.