No, I’m not talking about the 80’s legendary, face-painting rock band KISS, but an acronym that you may have heard your parents, a 7th grade teacher, or a boss say, which is “Keep It Simple Stupid”.  As a youngster, I remember people reminding me just to “keep it simple”, so as not to be impolite.

E-mail marketing in its simplest form is the original digital advertising platform. Long before there was search engine marketing or targeting banner ads, e-mail was and continues to be the “work horse” of a digital advertising strategy.Researchers estimate that U.S. firms alone spent $1.51 billion on e-mail marketing in 2011 and will grow to $2.468 billion by 2016. See more: 6 Email Marketing Trends

Modern e-mail marketing has evolved since the first, simple “text-only” e-mail was sent back in 1993 over the internet or a computer network to include images, links, and analytics. Now we can see information on who opens our e-mails, when they were opened, and if the viewers clicked on any links. A business owner or marketer can compare average open rates to industry averages giving valuable insight into the e-mail marketing campaign’s effectiveness.

As a business owner or marketer, do you collect customer e-mail addresses and know how to maximize this marketing resource? Almost every business does, but you may be surprised how many do not have an e-mail marketing strategy. So, KISS your e-mail and open them, because even though e-mail marketing is simple in its basic form, it has advanced analytics that provides a “watershed” of valuable marketing data.