Every business - small, large, selling products or selling service - wants to attract more prospects and clients. Email marketing has become one of the most cost-effective ways to establish this.
You can do this two ways: the right one and the wrong one.
The right one is to make your email messages personal, anticipated and interesting.
The wrong one is sprouting your marketing message to everyone you can find an email address from - bulk mailing.
The right one will take time to establish (lead generating can take a while, but done effectively every one of your marketing message will be read and when your lead is ready, acted upon).
The wrong one will take no time at all to establish (buy bulk email addresses from a broker, send out plenty of marketing messages to the list and perhaps one of two will not unsubscribe)
Seth Godin tells it way better than I can: