If you're a regular reader of the Internet Marketing Monitor you'll recall my affection for checking out new stores and businesses in our area.  Even though most of our businesses are online, there's still a lot we can learn from from the offline world.

This morning I went into a new CVS Pharmacy on my way in to the office.  I noticed that they were really trying to get my email address while I was there.  Do you wonder why?

How about millions in sales each week.

It'd been a while since we had a story from Internet Retailer and I think this one fit perfectly.  Borders uses a similar e-mail gathering technique to drive millions of dollars in in-store sales each week.  Each week.

Even if you don't have an offline store, e-mail marketing can be a great way to drive business and traffic.  You can send out newsletters, product announcements, or even develop some sort of incentive program for your e-mail list.

So if you're not doing it already, start collecting those e-mail addresses.  I think you'll be happy with the ROI.

For more information on creating and managing a successful e-mail marketing program, check out the Internet Marketing Monitor's e-mail marketing category.

- Matt