Use email marketing to offer new products or services, inform customers and prospects about industry issues, invite people to educational seminars, provide training for business partners. Create a message that appeals to the group being targeted, so that separate messages are delivered to customers, prospects or business partners. Include the same message on your web site for maximum exposure.

Offer the option to subscribe to your list on your web site. When sending email, include a link to unsubscribe. Acquire attendee lists from seminars and trade shows or industry associations. Collect customer email addresses. Purchasing a list from a bulk email house will not ensure a successful marketing campaign because those individuals have not "opted in" or indicated an interest in your products and services.

All marketing programs need to include a way to measure results, including email marketing campaigns. Tracking includes: number of emails delivered, number of emails opened, number of links clicked from within the email, number of subscribes and unsubscribes, and impact on site traffic.

Before you begin an email marketing campaign, determine the frequency to ensure that resources are available to support your strategy. An "informational" campaign can have a more informal schedule than a newsletter or seminar campaign.