Regardless of your industry, the right strategy and content can make the difference between mail being trashed or transformed into a profit. There are also several studies–Adobe published another one a few weeks ago–that people actually prefer to receive commercial messages via email more than any other channel. The Adobe study also found 63% of consumers still prefer to get marketing offers via email. The easiest way is to start collecting email addresses on your own site. You want to add an opt-in box–the form where people can directly enter their email address–to the top and bottom of every page on your site or in a pop up box. Consider offering an eBook, whitepaper, or some sort of incentive in exchange for your customer’s email addresses. Building your list will absolutely pay off in the long term. Purchased lists tend to get awful results–results so bad you’ll wish you had just been patient and built a list. Bought lists also get high spam complaints, which can affect the deliverability rates for your entire list. Not to mention that it’s impossible to tell where and how these email addresses were collected originally, which could place you in violation of email marketing laws like CanSPAM.