For most businesses, having significant, expensive email campaigns is not cost effective. This is the case for a number of reasons, but the primary one is a matter of scale. A business which doesn’t have a massive customer base, then having a email campaign (particularly one which is expensive) can be a waste of time. Unlike advertising through search engines, using an email doesn’t rely upon the proactive searching of individuals. This means that the likelihood that the person who comes across your advertisement, is actually interested, is a lot lower. So, because of this fact, you can anticipate that a business model of niche interest will receive an even more limited response. So, the times when an email marketing campaign actually makes sense, and bring additional business to your website, is when your products and services can appeal to a wide audience, and when you can handle a large amount of business; a small business will have difficulty either way.