Engage the Right Audience

Twenty-five years ago, electronic mail was available to only a handful of people in what was often referred to as the data processing industry. Few of them probably had any idea of just how prevalent email communication would become. Fewer still could have foreseen the use of the near-instantaneous communication as a marketing tool.

Today, it's tough to imagine life before email. And, given all of its advantages, it's even tougher to identify a marketing channel that is more cost-effective than email.

As email marketing has matured, certain practices have gained wide acceptance among savvy, successful marketers. Other approaches have come to be considered as the most ethical uses of this amazingly versatile technology. In this document, we'll review the best practices for using email in marketing, discussing both the most effective ways to deploy email, and the industry's standards for using it responsibly.

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