Emailing is not about crunching marketing numbers. It is about insights and psychometrics. Unfortunately, that's not a concrete speech when you have to report to your superiors who just expect numbers and facts from you.

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1. Customer Relationship Management - Email marketing is a great tool for customer retention and customer communications. Why? Because it can be extremely cost effective compared to call centers, or even traditional direct mail campaigns.
2. Targeted Reach - For retail companies, email marketing is a great way to remind, or inform, customers of the great products, promotions, or services that your company may provide. If done correctly, the effectiveness and reach could make for a very profitable campaign.
   
3. Cost efficiency - Email is great way to communicate to regions where the local infrastructure does not support traditional mail or communication, efficiently. For instance one of my clients that is a VERY large transportation company based out of Atlanta, only communicates with customers in the Asia-Pacific region through email. Why? Because it's targeted, and much more cost effective than sending letters or developing out a multi-million dollar call center, or even outsourcing those call center needs to local providers.
   
4. Sales Growth - Email marketing is a great way to up-sell and cross-sell existing or potential customers. The fact is targeted and personalized messages, based off of customer behavior has proven to be an effective way to generate additional sales and sales opportunities.
5. Viral and Flexible - Also, email marketing offer the flexibility of personalization, but can be an extremely effective way to go viral. If an email has the right promotion, a recipient may just forward that information on to a friend that may be in the market for your product or service, even if the original recipient is not. It's the next best thing to word of mouth, which is one of the most effective ways of marketing. I mean when was the last time someone re-mailed a direct mail piece. Never! It just doesn't happen.
6. Highly Effective - Lastly email marketing can be effective without large lists. Of course many email marketers would love to have a large list to blast messages to, because it increases their reach, but I can't think of a single marketer who wouldn't love a list of 10,000 people where, 50 to 60% actually took an action on the mailing as opposed to a list of 100K and only 3 to 5% actually even opened the mailing. Why? Because it's about relevance not volume. Buying a list may increase your volume, but it will do little for your effectiveness, and will surely hurt a consumer's confidence in your brand.
   

Not sure what marketer would firstly be able to 'buy' rather than rent e-mail lists and secondly bother to send unsolicited e-mail messages - maybe the UK sells lists, but most countries don'. And of course messages to these types of lists won't work. People don't open unsolicited e-mails, despite opting-in to lists. And there isn't an e-mail distributor worth their salt who will send e-mail messages, unless they have evidence the list is opt-in and spam compliant.

But sending e-mail to your own house list with content based on data supplied to you at opt-in stage is a very cost-effective and powerful way to do business.

The rule of thumb with e-mail is simple - the from line gets it opened and the subject line gets it deleted. That is, if they know who it's from they'll consider opening the message, but if the subject content isn;t relevant, they won;t open it and delete without a second thought.