Legitimate email marketing plays a vital role for small businesses, the head of government affairs at the Direct Marketing Association testified last week during a U.S. House of Representatives
subcommittee meeting on small businesses. "Where sending prospecting letters via postal mail or hiring a sales force may cost thousands - even millions - of dollars, e-mail may be sent for a
fraction of the cost - increasing competition and decreasing costs for consumers," said Jerry Cerasale, senior vice president of government affairs at the DMA. He cited DMA research indicating that
45.8 million Americans had made at least one purchase in the previous 12 months in response to a legitimate e-mail advertisement for bedrock goods and services such as books, travel, and clothing.
