Email marketing is probably the most effective way you can communicate with potential clients. You need to be able to take website visitors and have a way to help them overcome whatever problems they may be facing. This will help to turn them into customers. In order to do this, you need to be able to build a rapport with them that is not designed just around making sales. You need to provide information. You need to do so consistently and effectively. Email marketing is one way to do this that is both cost effective and beneficial to you and to the customer.