A recent Opus Research study showed nearly 60% of small businesses haven't tried any type of e-mail marketing.

That's crazy because e-mail is such a simple and effective way for businesses to pull in profits.

According to the Direct Marketing Association, e-mail's return on investment averaged $45.06 for every dollar spent in 2008. In comparison, non-e-mail Internet marketing delivered roughly $19.94 for every dollar spent.

I've mentioned this many times before, but it's worth saying again: The easiest way to begin an e-mail campaign is by adding a lead-capture form on your website's home page.

Give visitors the opportunity to provide their names and e-mail addresses in exchange for something of value. Figure out what your prospects want and then deliver information that addresses those needs.

(You can see one example of how I've done this here.)

Give away a report ... checklist ... video ... white paper ... data sheet ... eBook ... newsletter ... tutorial ... seminar ... product samples ... article ... coupon ... book chapter ... audio recording ... tips ...

The possibilities are virtually endless.

The simplest and most economical tool ($19 a month) I've found for adding a lead-capture form and maintaining an e-mail marketing campaign is AWeber.

Now, before any confusion sets in, let me stress spamming your list does not constitute an e-mail marketing campaign. In fact, relentlessly pitching your product to a list you bought won't work either.

Just like a face-to-face meeting, e-mail is a two-way conversation. Your e-mails must first demonstrate you're a real person interested in developing relationships. That means you must deliver more value before even considering a sale.

And here's a secret I learned from copywriter Ben Settle (who e-mails his list daily): If you want more business, send more e-mails.

Yeah, I know that might sound risky, especially if you're worried about being labeled a spammer. But if your e-mails provide value, then you have nothing to worry about.

You may have noticed a rise in e-mails from me lately. That's because inquiries for my services increase almost every time I send an e-mail.