However, if you use an enewsletter to promote your technology products and services to your customers then you will be happy to know that according to a recent Marketing Sherpa report 32% of buyers use email to help them make purchasing decisions. Search (37%) is still dominant but direct mail (19%) and social media (12%) aren't nearly as effective as email for developing qualified leads.

One Smallbox client that has used email effectively to build its business is Bluewater Grill. For several years now the restaurant group has used email to promote weekly tasting events and specials to its subscriber base. It even offers patrons a coupon good for cash-off their meal if they redeem it on their birthday. 

"The enewsletter module is integral to our business and allows us to directly communicate with a subscriber base in the thousands on a bi-weekly basis," said Jim Ulcickas, Proprietor Bluewater Grill Restaurant. "It delivers customers to our door at virtually no incremental cost."

An enewsletter is a good marketing vehicle because the underlying technology that enables its functionality helps ensure your message will reach your intended audience. Unlike a message sent to a distribution using your desktop email program, an enewsletter sends an individual version of your message to each recipient—ensuring your message won't be seen as spam by email servers. You can also track how your audience interacts with your newsletter, seeing how many recipients opened it and which articles they read.

To recap, email marketing is effective because it directs your message to someone specific. You can increase its effectiveness by segmenting your recipient list and fine tuning your message to match the personal interests of each group. It takes some time but the payoff is worth it. Another plus in email's favour is that it's personal. The more personal you make your message the more effective it is at communicating your intent.

Call or today if you're interested in learning how you can incorporate an enewsletter module for your business.