Email marketing is the most misunderstood term on the Internet.
I'm not talking about bulk email or spam, where you cold-call a bunch of customers by stripping addresses and sending them a message they never requested. This is the myth of volume-that more email is better. I'm also not talking about push media, where you focus on a piece of software, hoping it becomes a standard. The idea is to continually send your customers all the information and advertising you can, automatically. You spend all of your time and money developing a product, and forget to whom you should market.