E-mail marketing often does not get enough attention from small businesses. While e-mails are easy for customers to ignore, they are more likely to open them than a letter.
The real benefit from e-mail marketing, however, is that it can be an extremely personalized message. Instead of aiming your professional marketing communication at a generalized version of your target audience, you can write directly to the person that will receive the message.
Writing directly to each individual has extremely powerful and positive results. When a consumer reads generalized copy, they are very aware of it. They know that they are trying to be persuaded, and they have their guard up. Copy that is meant specifically for them, however, makes them feel like they are just receiving information. It becomes less of a marketing tactic in their eyes and more of an opportunity to learn.