E-Marketing Strategy: E-mail Marketing: 
An Old Workhorse That Still Pulls Its Weight

When people think about Web marketing these days, they tend to focus on the potential of shiny, new platforms like Google+, Twitter, FourSquare and Tumblr. Too often, the old workhorse of e-mail marketing is passed up for the sexier tools of the moment. E-mail marketing has not yet gone the way of the modem. It can still be effective at driving sales—but it must be done correctly. So what are the best strategies for building an e-mail list, crafting an effective e-mail, determining when to send e-mails, and judging an e-mail's effectiveness?