Email marketing can be very effective if used properly. We all know that inboxes are clogged with SPAM that gets in the way, but there is still an opportunity to use permission based email to (as seth godin says):
“… turn strangers into friends, and friends into customers.”
How? This article speaks to the issues of building trust, and avoiding the pitfalls that will erode that trust.
The bottom line: mail from trusted senders gets opened.