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Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell. By sending out email to an opt-in audience, you as an advertiser are targeting interested consumers. Response rates to legitimate, opt-in email campaigns average just over 6%, depending on the targeting and the freshness of the list. In 2009, the total amount of U.S. companies spent on email marketing was about $520 million (eMarketer, 2009).