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The author discusses the use of online marketing for plumbing contractors. Topics discussed include email marketing depending on targetability and deliverability, a study by Norwegian researchers at Stavager University on electronic communication, comments made by marketers, Seth Godin and Timothy Ferris on print materials, and direct mail marketing by online retailers Amazon and eBay.

The article discusses the email marketing mistakes of contractors in the U.S. It also mentioned the study conducted by market researcher Marketing Sherpa which reveals the 8 email marketing mistakes which includes the sending emails with the company name and field, putting the company name in the subject line, and readership list death.

The article offers information on how to compose emails to get response from prospective customers. The author emphasizes on email marketing that can boost sales and how companies can make use of it. The articles presents tips for email marketing that includes using subject lines that sends across the message to customers, using names in greetings to personalize the conversation and giving importance to opening or introductory sentence.

The article informs that national brands are using traditional mediums such as television or newspaper to develop a direct connection with its customers. It mentions that a company can check the effectiveness of its promotion campaign through online methods including direct electronic mail campaigns to track consumer feedback. It further informs that consumer package goods (CPG) companies are introducing offers through social media for promoting consumer interaction.

The article presents steps on how businesses in the U.S. create and launch a successful email marketing campaign. It suggests keeping the body of the email short and focus on one product. It suggests getting the attention of reader's by adding images and content. It mentions the importance of scheduling the launch of the email.

The article discusses the use of email marketing to build the heating, ventilation, and air conditioning (HVAC) business. Email has been considered as an easy, impactful, and low-cost marketing method that allows business to get directly in front of customers. Factors that must be considered in putting an email plan include budget, email requirement, and internal resources.