All Hail the Mighty E-mail

2. Identify the audience for your message. Begin by reviewing your data to determine the percentage of each constituent group for which you have e-mail addresses. Generally speaking, e-mail enables you to reach a younger, more diverse audience than direct mail typically does. However, this demographic is shifting, as seniors are the fastest-growing group of Internet adopters and e-mail users. A key benefit of e-mail is that it gives users the ability to quickly send customized messages at very little expense.