The first and perhaps the most powerful of IDM applications is e-mail. It is an incredibly robust tool when used ethically and responsibly. Do not be afraid to use e-mail as part of a marketing strategy, provided, of course, it is in tune with prospects and customers. E-mail marketing is a good way to enhance customer loyalty if initiated and handled properly.
The most effective e-mail marketing today includes hotlinks or hyperlinks within the e-mail message that drive customers and prospects directly to the marketer's site. These links should not necessarily take the reader/responder to the home page; but rather should drive them directly to the offers being made. Companies make major investments in their sites, and e-mail is an effective way of driving targeted, action-oriented traffic.
