E-mail is no longer only an effective tools in online direct marketing, but also in direct marketing in general. With virtually no postage or printing costs, e-mail marketing is slowly beginning to replace direct mail as the easiest and most effective way to reach a company’s clientele. And in some cases, e-mail marketing is producing [...]

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A typical e-mail pitch by the Obama campaign. Companies can draw several lessons from Obama’s approach to use in their own campaigns.

Politics aside, Barack Obama’s use of Internet small donors to build his campaign has been nothing short of impressive, and his strategies will certainly become the model for politicians in the future. But some of the successes of the Obama campaign will translate well to the business world as well. One of the linchpins of Obama’s success has been his e-mail campaign. When the campaign needs a quick influx of donations to bolster its monthly figures or to run a new ad, they turn to their e-mail list. Why is their approach to e-mail marketing so successful, and what lessons can you take to improve the conversions on your own e-mail campaigns?

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