Email can be used commercially to do things that other media can't. Email gives back information on recipient behavior. Because it is digital, it has the potential to use animation, video, and sound to communicate. It is direct and compared with most other media, it is even environmentally friendly. We use email in a majority of our projects and here is why:
No medium can react or create a reaction as quickly as email. Outside of overnight package delivery, nothing has increased the speed of business more than email. Important messages get in front of the people who need to respond to them while the information is pertinent. Event-driven email alerts and responses keep an entire process moving swiftly.
Email has become the medium of choice for many communicators because it is less obtrusive than a ringing phone, allowing recipients to review messages on their own schedule. Coupled with an address book or contact management system, messages can be easily delivered to custom sets of audiences at regular intervals or whenever the sender feels like it.
Most people will check their email remotely if they will be away for extended periods. Business' reliance on the medium for its other benefits has made it the most effective at reaching people most of the time.
The ease with which email can be sent and delivered has spawned email communities. Members of these groups develop a level of trust with each other, thus facilitating the coveted "word-of-mouth advertising" style of communication that is most effective in influencing behavior.
Each email transaction presents the opportunity to collect data. Inbox Logic proposes collecting as much data as possible from every transaction in order to build a repository of information that can be displayed in any number of useful ways. We create tools to analyze and model that data for you and will guide you in the use of the information.
Responsible use of email builds relationships with great effect. However, as Spam, it creates a negative impression. We don't spam. Even though our competitors will make a lot of money from it, we don't use irresponsible communication practices regardless of the medium. We do believe that email should be used where appropriate because of its overwhelming benefits to effective communication.