E-mail is very effective for communicating with customers. According to a 2007 poll by MarketingSherpa, 86% of US adult internet users opened opt-in e-mails from companies, and 55% did so “always,” “very often” or “frequently.” With these statistics, it makes sense to employ an e-mail program. It’s easy to create, inexpensive to send, interactive with users and quantifiable. According to a 2008 report by the Direct Marketing Association, the ROI for e-mail was $45.06 on every dollar. So, how do you get your message across? Following are key points to consider when creating e-mails.