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“I tend to approach things from a physics framework. And physics teaches you to reason from first principles rather than analogy.” – Elon Musk With the above quote by Elon Musk referenced, what does a first principles approach say about the value of email in business today? Let’s start with the end in mind. Every business wants to get in front of its consumer at the lowest cost to convert that individual into a customer for the highest return. This is a no brainer. So the question following this objective is: “how do you get the consumers attention at a low enough cost to do this?” You speak into their values with MARKETING and give something to get something in return (EMAIL ADDRESSES!).