Although the thousands of articles about social media often overshadow it, e-mail remains highly effective as a results-oriented platform that can increase sales and drive traffic to your Web site or Facebook page.

As someone who’s worked in the PR field for more than 20 years, I’m often amazed at the ever-changing and expanding menu of communications strategies used to pitch and promote clients. Amidst blogging, social media strategies, trade wires, and email blasts – all immediate avenues for reaching target audiences – I have to stop and remind myself that faster is not always better.