Email marketing is actually a very powerful tool when it comes to furthering your business in this day and age. It does, however, raise a number of questions regarding how these sorts of campaigns are undertaken – do you need to spend thousands of dollars constructing mailing lists or can you do it organically; which techniques work and which don’t?
Your email marketing campaign must comply with privacy laws. This means that you must ask permission to use someone’s email address otherwise you might find yourself penalized or blacklisted.
You must make sure that each message you send out is targeted towards your audience. If you are a web design company, for example, try to offer tips regarding website upkeep.
Only work with the cleanest permission-based list that you can find. If you don’t want to spend the time crafting your own, join a (legal) company that will allow you to send information to their lists.
Keep in mind that it takes time to build up customer relationships; sending one or two emails isn’t going to cut it. Make sure that your mail is a regular thing (once a week or month).
This final email marketing tip should actually be more common sense than anything else – make sure that you keep mail short and sweet. For most people, a simple newsletter that contains at least one non-sales article (providing that it says something valuable for recipients) will be sufficient. Don’t send pages and pages of information, as no one will read it.