I hope you are not one of those people who think email marketing is buying a list and sending off a ton of emails.
First off, if you are found buying a list, you can get blacklisted by many of the major email marketing management companies with little hope of ever using their services again.
Second, if it was easy to whip out an email and get tons of orders or new customers in return, your email would be chock full of offers (like 10 times the emails you get now). Email Marketing is effective only for those who know what they are doing, but for those who do, the rewards are generous.
It turns out there is a lot to know about email marketing before you jump in. You want to know the science of marketing psychology, the rigors of A/B testing, the written and unwritten rules of email marketing (so you don't get blacklisted by email providers for being spammy), and that is just to start.
What is a company to do, when a GOOD email campaign can be an inexpensive way to get an excellent response?