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Executive Summary

E-mail has become a business tool that is almost as important as the telephone because it overcomes many of the communications problems of other media. It's faster to communicate with someone via e-mail than with voicemail or fax. It doesn't require the recipient to take any unusual action to receive e-mail messages. And, e-mail can deliver a branded message exactly as the marketer created it. Business marketers have found that e-mail has the flexibility to deliver a wide variety of high-impact personal messages. Of course, e-mail marketing cannot totally replace other forms of marketing and selling, but it can augment traditional sales and marketing techniques by increasing the frequency of exposure, delivering a high-impact message, and reducing sales and marketing costs.

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