Email marketing, which, in its most basic format, is an electronic form of direct mail, is a powerful communications tool. However, it can be far more effective, simply because recipients must have ‘opted in’ i.e. given their permission for you to contact them with offers on pre-selected topics of interest in this way. As they have already shown an interest, they are more likely to respond positively.
In addition, they can click through to a website instantly to request more information or even place an order. And it allows marketers to measure the impact, progress and success of their campaign.