Communication via e-mail has revolutionized the way we talk and interact with people. It can be the bane of some people's lives, but love it or hate it – it is here to stay. As a marketing tool, it is a very cost effective way to market yourself and your business, but there are pitfalls that as internet marketers, you need to be aware of.

Drive traffic to your site

Sending e-mails with links to 'More Information', is a great way to drive traffic to your site. Highlight product and services, special offers, useful articles and of course, your blog. Provide snippets of information with the links to the actual pages and not to the home page.

Keep your brand, front of mind

By sending regular e-mails or newsletters, you are reinforcing your brand to potential customers. An email, even if it is not read, will add to the recognition of you, your company and your services.

Measurable

When using a robust email marketing system (this does not apply to mail merged e-mails sent via Outlook), you will have more data about the e-mails you have sent. You will know who has received them, who has opened them, who has clicked through and on what link. This way people are self selecting their areas of interests.

Low cost

E-mail is a low cost method of mass communications. Unlike traditional posts where there is a cost of upwards of 20 pence for every letter you send out, the cost of e-mail marketing is only pence per email, or can even be free.