There is no denying the fact that email marketing is the most effective method of driving traffic and sales to web sites today.
Email marketing is a form of direct marketing that is even more effective than traditional direct marketing. The latter relies on snail mail and it usually takes days for mail to reach recipients. One of the advantages of email marketing is that it is instant. You send out a message and it reaches the recipients immediately.
When you incorporate all the strengths of direct marketing into email marketing, like testing and targeting, then what you end up with is one of the most powerful marketing weapons ever invented.
Email marketing has of course not been without its’ problems. Spam of mass unsolicited email has been a major problem that has given email marketing a bad name, such that when you mention it folks are quicker to think about illegal emails than they are to grasp that you are talking about legitimate and legal email marketing. Even more serious a problem is the fact that spam has caused many ISPs to set up filters that sometimes cause us not to receive email that we actually want and some of it has even been specially requested. For instance when somebody subscribes to an email newsletter.
Still, despite all the challenges, email marketing remains a powerful and potent online marketing tool, more so for those with the skills and knowledge to use it.