E-mail marketing is a cost-effective form of communication. However, every communication matters when building and maintaining a brand, so organizations must understand audience wants and needs, and deliver value with their e-mail marketing programs.

Sweeney utilizes e-mail marketing as a means to enhance the frequency and quality of communications between its clients and their audiences. Every e-mail is viewed as a brand touch point, and thus, treated as an opportunity to build relationships, and brands.