is a cost effective online marketing tool that automates the
messaging solutions in customer relationship management. It
is an affordable marketing solution to reach out to a large
customer base on regular basis efficiently. Forrester Research
has determined that in terms of sales, e-mail communication
is nine times more effective for customer retention applications
than it is for customer prospecting. Marketers are adopting
the idea that e-mail marketing is great for customer retention
As businesses expand their online presence, more and more
consumers are choosing email as their preferred means of communication
with a company. Permission e-mail marketing approaches - such
as sophisticated cross sell, partner co-marketing, event-triggered
marketing and viral marketing campaigns are used to grow revenues.
These sophisticated marketing programs match the way customers
behave. E-mail can cut hard dollars out of direct mail pieces
and expensive human contacts while increasing the volume and
quality of customer contacts. A well managed e-mail channel
can reduce the cost of each customer interaction by enabling
multi-channel marketing and automating communications processes.
Targeted and personalized e-mail programs can stretch marketing
dollars by improving campaign performance and taking advantage
of marketing content and customer data that already exist.