We have conversations every day of our lives. We talk to our families, our coworkers, our friends…we exchange ideas, opinions, thoughts. But in our marketing efforts, it's easy to forget we are marketing to people. Email can seem one-sided, and yet we want feedback from our customers. We want to know their likes, dislikes and opinions. We want to sell to a customer who genuinely wants or needs what we have to offer.

How do you have a conversation with your customers via email? How do you make it more personal ? Your customers have initiated the conversation. They've taken that first step in getting to know your company, and they are giving you a chance to make an impression on them. That impression will depend on how well you listen as well as what you have to offer.

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Your email has the potential to reach more people than just those who signed up for your list. A generally unrealized consideration is not only the people who have signed up for your newsletter, but the people it is forwarded to. Consider the jokes that repeatedly get sent through the email grapevine, and how many times you've received a few of them yourself. Those same people may forward the emails you send to them. Here are a few reasons why, according to IMT Strategies.

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