Why Email Works

Smart emails communicate, inform, inspire and ultimately, sell.

They sell to existing customers. And they sell to new customers through "email" word of mouth (i.e., the forward to a friend option). And then they can sell to more people when they're posted on Facebook or Twitter. Newspaper ads or direct mail don't have anything like that level of reach.

Email newsletters are also an economical choice. Direct mail costs at least 20 times more to reach the same number of people...and newspaper advertising is not only expensive, it's scattershot.

And people get, and read, email...147 million of them in the United States alone, most of whom are online daily. And increasingly people want the Internet to come to them, meaning content delivered to them in their email boxes, rather than going out and searching for it.

The more you communicate to customers, the more loyal they are and the more often they visit. Returning customers spend 67 percent more...and after 10 visits, they've referred an average of 7 people.

What can't our email newsletters do?

They can't be spam, as customers have "opted in" to receive these communications. They can't be useless...content is king and an email newsletter has to inform, and inform in the right tone of voice and style. They also can't be created by just anyone...the best email newsletters understand your business and your customer base and provide the perfect mix of information for the audience.