While e-mail marketing may have a bad name in certain circles, seasoned online marketers understand the vast potential rewards in terms of conversions. Finding the right message, distribution methods and conversion funnel to get the best results from e-mail marketing requires proper planning. No marketing channels exist in isolation and e-mail marketing provides a compelling addition to targeted methods such as direct mail and search marketing to reach prospects and existing customers. Conversion rates from targeted e-mails can exceed nearly any other marketing channel if implemented properly. At the same time, it's important to be sensitive to the fact that your customers and prospects likely receive dozens of spam messages each day -- you have to work to earn their trust and deliver value by differentiating your approach, content and offers to highlight your company's core values. Picture yourself in the position of a prospect receiving an e-mail. Each aspect of the message is going to matter from the subject line to the presentation of the e-mail to the time of day and the offer that is presented. Finding the sweet spot on all of these elements requires targeting your offers to the right audience. To improve your ROI on e-mail marketing, you should plan your mailing based upon a larger media buy with a compelling offer and making sure you properly segment your list. Following best practices can make the difference between a lukewarm response to your e-mails and an ongoing sales funnel that improves your overall returns. Pay