Email is revolutionizing the art and science of direct marketing, bringing new marketers, new opportunities and challenges. Email has made communicating with customers and prospects easier and less expensive than ever before. The basics of direct marketing, however, have not changed. There is no limit to what you can use email to do.

Introduce new products, announce upgrades, communicate new prices, trumpet new features or personnel – the list is virtually endless. A direct mail program can be as simple as sending a thank-you note to current customers or as complex and involved as you can dream up. Whatever you choose make customer service, convenient or savings the primary focus. Always seek to respond to customer needs and wants.

You should always include hyperlinks and web addresses to give recipients an easy way to get more information or contact you. You can stub your toe however, if you ask for a reply and then don’t respond quickly when those replies start pouring in. Be sure you have sufficient resources to handle electronic communications. There’s no limit to what you can use email to do. Introduce new products, announce upgrades, communicate new prices, trumpet new features or personnel -- the list is virtually endless. A direct mail program can be as simple as sending a thank-you note to current customers, or as complex and involved as you can dream up. Whatever you choose, make customer service, convenience or savings the primary focus. Always seek to respond to customer needs and wants.