The beauty of email, PPC and more integrated marketing tactics like email + mail + outbound calling is that you have no choice but to get closer to your customers as you market to them. I know, spray & pray has been dead for a long time, but that doesn't mean that everyone knows it.

This article about the Le Meridien hotel properties using e-marketing is especially refreshing because it underscores the value of businesses using e-marketing 'because they can' (current, relevant, and complete data about everyone who's stayed in your hotel, right down to the contact level should be enough of a reason for anyone to jump onboard.