Of course we are talking about permission-based (or opt-in) email where your customers and prospects elect to receive email from your organization, as opposed to unsolicited (or spam) email.

Some of the advantages of permission-based email over traditional forms of direct marketing:

Delivers Receptive Audiences
Your offer reaches an audience that has already expressed an interest in the topic of your message.

Low Cost
Compared to other forms of direct marketing, email marketing is significantly less expensive.

Fast and Efficient
Traditional direct marketing programs, such as direct mail, can take months to create and implement. Then, you wait another few months to analyze the results in order to determine success. Permission email marketing campaigns can be executed in days with results trackable in real-time — giving you immediate feedback while your campaign is in progress.

High Response
Typically, permission email campaigns result in better response rates than traditional direct marketing or other types of online advertising.