Why use it?
Communicating through email with existing and future customers to encourage them to revisit your website. It is not SPAM.
It is important as in the long run it improves conversion rates (% people who buy per No of visitors); improves branding; builds credibility and provides unlimited marketing potential.
Steps to take are:
2. Organise a valuable newsletter (tips, promotions, information, product reviews)
3. Look for strategic relationships (partners, sponsors etc)