Originally maligned as invasive and offensive, email is now the leading interactive marketing technique. Why has it become so popular? Why will billions of promotional email messages be sent out this month? Three reasons:
– The precipitous drop-off in effectiveness of banner ads forced interactive marketers to try more email campaigns.
– Managed correctly, email marketing works. The business press (and to some degree the mainstream media) have reported email successes, driving awareness and popularity of the tactic among marketers.