People use the internet to seek out and hone the interests that guide their lives (see this article). Many websites and companies new to the internet must still figure out how this effects their business and how they can use it to their advantage. Email is a great tool in this aspect, since it gives businesses the capability to learn about their subscribers, what drives them, and what they need to feel satisfied. However, email is not as easy as pie (see this article). There are road blocks, obstacles, potholes, and lots of road signs pointing out the right direction and blocking the wrong ones. So, businesses that don't know how to read the signs may end up on the wrong path while their customers breeze by them for the next competitor.