Orbit’s Take: The purpose of the tough, expensive work of lead generation is not just to sell immediately (“hot” leads), but to build your prospect/client base. Typically less than 2 percent of valid prospects are hot leads even when they approach you voluntarily at a trade show. Opt-in e-mail is by far the most cost-effective way of keeping in consistent, persistent touch with your crowd, which typically spends 63 percent more than new customers. It also incubates your prospects into customers. Again, this is not sell, sell, sell; the e-blast is designed to support and inspire your crowd and keep your brand in front of your customers at least once a month - even if all they do is delete your message.