E-mail marketing can help businesses reach hundreds of potential customers for relatively low prices compared to traditional mail campaigns, and faster. It's important to plan your messages in advance to ensure you communicate your brand effectively, says Gary Briggs, co-founder of Aunt Sadie's, a candle-maker. "Just like print advertising, where a consistent series of ads run for a number of months is going to have much more success in building brand identity than an ad placed once and never again, the same can be said for e-mail marketing," he said.

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