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The big take away on Harpointers interview regarding e-mail marketing.

1. Businesses Turn to Email Marketing: As postal mail becomes more expensive, businesses are turning to email marketing for greater ROI. The average small business (20 people or more) currently spends about $1,000 per month with the Postal Service for postage.
2. Interactive Marketing is More Measurable: Email marketing effectiveness for example can be measured by how many emails are sent, delivered, opened and clicked. With postal mail, there’s simply no way to know how many recipients actually open the envelope and read an offer.
3. Direct Mail Response Increases: The response to a direct mail offer, for example, tends to increase dramatically when recipients are given the option to respond either by phone or by visiting a web page specific to that offer.