There's one particular aspect of email communication that sets the medium apart from the rest: persistence. That's right: email is forever. You website may change, your pages edited, moved or deleted. Yet everything you send over by email has the ability to be brought back exactly as it was originally. You have to control over your recipients' inboxes. You better keep this in mind when communicating and marketing to your customers or partners. This article is a good reminder of this 'eternal' truth, and what to do about it. If it comes to that, anything you email can (and will) be held against you.