This was one of those phrases that used to make me cringe at networking and business events, and I remember trades shows back in the early 90's where I would drop a business card in any goldfish bowl I saw to win the bottle of champagne!
Although I need to find a better set of words to discribe this process if you are a business large or small it is a very important part of what you do on a daily basis. You will read article that it take 7 (or 6 or 9) touches to gain a customer, what ever the magic number I think we all know it can take people time to commit to buying from you, that amount of time will ahve lots of factors in it, not least how much money they have to risk to buy from you.
I used to have to post out newsletters which got very costly at time, and I found myself censoring my list thinking " I wouldn't waste my money" on such a person she never buys from anyway. Now with wonderful packages out there you can send out your news to anyone who will let you have their email for free. You just need to invest some time creating a template or two and then send it out there.
Don't expect immediate results but it always worth looking at website statistics for the eproid after you sent it.