Everything. The reality is that (most) marketers are good people. We want to do the right thing. We would like nothing more than great relationships with all of our constituents. So what keeps us from getting there? Obstacles that include processes, time, money, and people. Traditionally, we’ve been forced to spend so much time and energy overcoming obstacles in order to execute, we have no time to take a step back, evaluate, and adjust. Even the simplest campaigns and activities require lots of setup, legwork, and manual steps that get in the way of the idea itself. How many times have you found yourself starting down one path and adjusting due to constraints (i.e., we aren’t setup to handle that, we can’t track that, it’s going to take too much time)? Often what you’re left with is a fraction of the initial idea or campaign.

This execution problem especially relates to technology. You have the data captured in your customer relationship management (CRM) system. You have an intelligent marketing team that can develop the insight and the strategy needed to drive better relationships. You have the technology needed to execute the campaign. But wait . . . the tools are too difficult to use. In fact, so difficult to use - the opposite of user friendly - you’re unable to leverage your data and your strategy.

I have great news for you. When it comes to email marketing tools, the most important element is ease of use. If you can get sophisticated, automated tools into the hands of the marketer, you eliminate the pain associated with execution. This means you now have the time and energy to focus on actual marketing. Ease of use facilitates an incredible amount of change. Marketing becomes faster, more relevant, less expensive, and more valuable. That’s why email is the greatest marketing tool in history.

The traditional marketing is slow. You have to involve all kinds of people, like the printers, post office, IT people, and others. You have to wait . . . and wait . . . and wait . . . before seeing any tangible results.

Today email is an extraordinary marketing tool. Email marketing is fast. It removes a lot of steps and gives speed.

You should use email marketing, because you don’t need the printers, post office, IT people, and others. You don’t need for special abilities. You need only desire. Now the one marketer can handle a campaign from start to finish.

Email marketing is inexpensive. I mean, really cheap. There is no another tool that is less inexpensive than email. Print, TV and telephone can be from several dollars per touch to several thousands. The price of an email can be a penny or less. Email is bringing in $40.56 for every dollar spent on it in 2012, according to the DMA. Email lists for marketing can bring the fastest benefit. Organizations of any size want to save money and now they choose email marketing. For small organizations, email list is particularly a great tool. You don’t need a huge budget. If you want to increase your website traffic or your sales, you should buy the email addresses list. Email promotions and offers generate immediate action: sales, downloads, inquiries, registrations, etc.

I want to repeat that email marketing is not only for the big companies. It is a great tool particularly for small organizations.