Especially small and medium companies, many businesses, have adopted Email Marketing. Email Marketing is still utilized as a silo-ed tool. It is sometimes utilized for Lead Generation by sending e-mail newsletters or sales offers, some times it's utilized as a mere follow-up tool. Tight integration between the two software - Lead Management and Email Marketing - will help to convert more prospects and improve marketing ROI. The main reason behind such a silo-ed approach is that there weren't many integrated tools in the marketplace. The problem is improving with the arrival of subscription-based providers with management features in times and incorporated marketing.