E-mail
Electronic mail marketing is the Internet equivalent of the good, old-fashioned, postal service--commonly referred to as "snail-mail" by Internet savvy types. The concept and use is relatively simple: send your business message to an intended consumer in an electronic format instead of paper. You don't have to worry about paper, postage, or "gloom of night" when sending your message. Delivery is almost immediate -- certainly faster than conventional snail-mail. Those electrons do all the work.

What's your marketing message when done via e-mail? The same message you would normally convey using traditional paper-based methods. Even full color and fancy graphics is an option using e-mail. Some of the limiting factors the modern marketeer should keep in mind, however, concern the mechanics and psychology of this message medium.

By mechanics we mean such seemingly obvious things as:

Psychological concerns tend to be a bit fuzzier, but of no less concern:

E-mail, unlike marketing materials received in the traditional way, is truly considered to be an entry into "private space". Be very careful of intrusion here. It is usually best if done with permission of the addressee -- so-called permission e-mail.

The sending of unsolicited e-mail of little to no interest to someone can easily get you labeled as a "spammer". Knowledgeable users of the Internet have very low tolerance levels for spam e-mail or the persons who send it. Egregious spamming can even be grounds for loss of your Internet access by your ISP.

Conversely, if you already have a relationship with your consumer -- you are permitted entry to their "private space" -- this method of marketing your message can be most efficient and rewarding.

A clear advantage of e-mail marketing, unlike a phone call, is its ability to time-shift your message and supply a level of permanence, too. Your e-mail can be read at a time convenient to the recipient. It can be saved to a file for future reference.

Don't overlook the use of imbedded or virtual "business cards" available in most e-mail software. It gives you another opportunity to get your name, contact information and marketing message saved into your addressee's address book.