Email Service Providers (ESPs) like Constant Contact, MailChimp, My Emma, Vertical Response, AWeber, iContact, and others, all make it sound like email marketing is easy – and in many respects it is. Unfortunately, what they don’t tell you is that email marketing is also more challenging than ever. People are far more cautious about who they give their email address to these days. It’s harder than ever before to get someone’s attention and get them to do what you want them to (i.e. conversion). Email newsletters today have to deliver real value (i.e. What’s in it for me if I read your newsletter?), be interesting, engaging, and even go so far as to make readers look forward to your next newsletter.