How do you view email marketing? Do you see email as a precision medium of digital communication? Think of how an Olympic archer would zero in on a target for a perfect bullseye – that's good email marketing. Or, on the other hand, do you take the spray-and-pray approach, buying email in bulk like a farmer who buys soybeans by the ton? Falling into the latter school of thought could explain the lackluster results of past email marketing campaigns.