E-mail: The Right E-tools for the Job

While the sophistication of high-end e-mail marketing tools can be a bit daunting, virtually any cataloger can find an e-mail marketing package that will increase sales without breaking the bank.

“Although it is often taken for granted, the power of e-mail derives from its ubiquity,” says David Hallerman, a senior analyst at market research firm eMarketer and author of “E-Mail and Word-of-Mouth: Connecting With Your Best Customers.”