Marketing Old School Via Email - CFOs Liebling!

When it comes to discussing her budget with her CFO, e-mail marketing manager Carey Marston Kegel says she has it pretty good.

“I’m lucky,” says Kegel, who works for online equestrian-supply retailer SmartPak. “It’s so inexpensive to send e-mail, especially compared to some of the other marketing tools, like paid search and social media. There, you’re always having to justify the spend.”

While social media has gobbled up the media spotlight, e-mail remains the most popular thing people do on the Internet. According to Ipsos, a marketing research firm, 85% of global Internet users use the web to check e-mail; 65% use it for social networking...