Building an effective digital marketing strategy means evaluating numerous possibilities trying to find solutions that are consistent with the objectives. It is necessary to be constantly updated on the increasingly rapid evolution of the tools, with small big news now on the agenda. In this dynamic and compelling context there are pillars on which digital marketing continues to stand despite the various “zero point” upgrades of the web. It is about those certainties present from the beginning that over time do not lose strokes and enjoy a health that improves punctually. We are talking about e-mail and its constant importance in the development of a successful digital strategy.