Email programs inexpensively deliver timely, relevant information to potential customers. And, as you already have permission to send email to these customers, you do not have to sell as much to inform. This means you want to leverage the access your customers' desktops by offering credible information tailored to their needs in a conversational or editorial format — showing how your product can solve their problem, or how your expertise can improve their life.
The good news: Email campaigns generally enjoy higher response rates and similar conversion rates when compared to traditional snail mail campaigns. As for the real icing on the cake? Email campaigns cost less to produce and administer — giving a well-executed program much better ROI and many more qualitative benefits than traditional direct mail.