125 e-mail marketing 06 " " " The new information technology, internet and e-mail have practically eliminated the physical costs of communications. PeteR DRUCkeR E-mail marketing has been called the original social networking tool and I could not agree more. If you think about social networks in general, e-mail plays a large role in them. siMs Jenkins, AUthoR of The TrUTh ABoUT e-MAiL MArkeTiNG We forget that the RSS-centric world we live in isn't the one many (and probably most) of our customers live in. That's why the old-fashioned occasional e-mail update ­ which gives people the juiciest bits and leaves out the rest ­ still has so much power. MAtt linDeRMAnn, siGnAl vs noise O u r C h a p T E r p l E D g E TO yO u When you reach the end of this chapter you'll have answers to the following questions: What is e-mail marketing and how can it benefit my business? How can I make sure my e-mail marketing campaign won't be seen as spam? How can e-mail marketing tools help me? How can I use technology to manage my customers? How can I write effective copy for my e-mail marketing campaign? What are the main design considerations when crafting an e-mail? How can I test a campaign's success?