If you follow Internet marketing, you’ve likely been inundated with coverage of the importance of search engine marketing, blogs, RSS feeds, etc. Each of these techniques may have a place in your marketing planning, but it’s time to underscore the importance of e-mail as a critical component of your planning.

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Is e-mail communication so successful for your company that everyone wants to get in on the act? In many organizations, the marketing, sales, public relations, product marketing and market research departments all want to develop outbound e-mail communications.

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Say what you want about e-mail. The fact is, it is the backbone of online marketing and communications. E-mail remains the top online marketing channel today, according to Forrester Research. And for good reason. No other channel provides such clear, consistent and, quite frankly, unparalleled ROI.

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The phrase “online integration” has been bandied about for years, but it appears that few companies really understand and implement it successfully. In fact, many don’t have a clear definition of what integration actually entails.

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In the recesses of Web time-like the early ’90s, when Mosaic was “the” browser-there were few choices for designing on the Web. Now with CSS 3.0 looming on the horizon, the possibilities for designing on the small screen are increasing exponentially. But for those needing to create the digital counterpart of the printed flier, the technical possibilities are not much progressed from the digital Wild West equivalent of the mid-’90s.

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VIDEO IS COMING to email. Email-security firm Goodmail Systems plans to introduce Thursday a new technology to help marketers and media companies send videos via email. It screens video messages for bugs and viruses and emails them to consumers who have opted to receive them. the Mountain View, Calif., start-up is launching its video email service with Time Warner’s AOL unit.

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When it comes to e-mail deliverability, there, is only one way to ensure success: Build a good reputation. The perception lSPs and other receivers have of the mail sent by your mail servers determines whether or not your e-mail stays clear of spam filters and gets delivered to the inbox. Unfortunately, most marketers don’t have a clue where to start when it comes to determining delivery issues, much less figuring out what lSPs think of them.

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FOR YEARS, EXPERTS have been pushing a simple solution for email overload: Use other programs. If your inbox is overflowing, they say, use more-specialized software to talk to your co-workers, such as a shared online work space where you can chat electronically without generating dozens of emails. Or just – heaven forbid-pick up the telephone.

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Since the inception of e-mail marketing, countless businesses have tried to make this communications platform harmonize with direct mail. Bringing the two together certainly made sense, but as many companies have discovered over the years, combining them is easier said than done.

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E-mail marketing continues to be one of the prime ways in which retailers promote their web sites. In an Internet Retailer survey this spring of online retailers, 68.3% reported that they are expanding their e-mail marketing activity much more or somewhat more this year over last. Only 13.2% said they are using e-mail less and 18.6% that they are using e-mail about the same amount. The reason so many are expanding their e-mail marketing is simple: It works.

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