Email marketing is a very cost-effective and measurable marketing strategy to market your organization, upcoming convention and overall membership. According to the Direct Marketing Association, every dollar spent on email marketing results in a $39.40 return on investment. But that’s easier said than done. To achieve those kinds of numbers, four challenges must be met: getting an email into a recipient’s inbox, getting the recipient to open your email, getting the recipient to act on your email, and keeping a recipient from opting out of your listserv. A recent study by Bluehornet surveyed more than 1,000 consumers across the United States to find out how they use email and what they think about email marketing. Their responses can help you understand how to avoid the pitfalls of this popular type of event promotion.