Know the facts

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Armed with information, an email marketer can convince the budget keeper his channel is worthy of more dollars.

Of greatest significance, Forrester reports that email has reached almost universal penetration, with 97 percent of consumers using the channel. That's 147 million people in the United States using email almost every day, eMarketer calculates.

And that usage includes interaction with marketers.

According to JupiterResearch, 90 percent of users will use email to engage in and determine the value of a relationship with a company. And Quris reports that 40 percent of email subscribers will go "out of their way" to patronize a company whose email programs they like.

Not only do consumers use email to make specific purchases (50 percent of shoppers, according to Return Path), 50 percent of them who open and read email marketing messages are likely to also purchase other items on impulse and to spend 138 percent more than those who don't buy through email (Forrester).

Next: Do your math