E-mail is an interesting beast. Technically, it’s a web 1.0 function, but fits within the 2.0 strategy. It’s been around for a while, so we know more about what works than any other social medium. There’s an enormous amount of research in the political and nonprofit fields about effective e-mail strategies.

Unfortunately, people have been using e-mail for a long time to communication with audiences and raise money. We’re beleaguered with e-mail, yet it continues to be an effective tool with a low return on investment (ROI). It’s a technology catch-22. You’re constantly losing people and constantly gaining people.

Several people have asked me questions about developing an e-mail program. I’ll try to provide a few basics and then point you in the right directions for more information.

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