When e-mail marketing began, the possibilities of reaching new audiences through electronic means and getting real time results made marketers absolutely giddy. Today, many of those marketers find themselves wondering why they can't raise their conversion rates. That's because those marketers define e-mail as a contact strategy rather than a key piece of the overall interactive marketing strategy. While e-mail by itself remains effective, its uses have evolved. Marketers need to think of it as one tool in an arsenal that leverages other tools and disciplines to make it more effective.