Email is the best access point for any person over the Internet. If we consider in-person contact as the best possible way of marketing in the real world, then the best possible way of marketing in the cyberspace is the contact through emails. But being as personal as the email, the requirement is to get proper consent to send emails to other people. This is what the opt-in email marketing is. You gather permission to email people and then you can send them info about your products and services.

We see many of the marketing campaigns get the email list from some other third party who has sold the list for a price. This is in a way not legitimate, for the customer has not given his consent for the specific emails being sent to him. In fact, the opt-in lists have the consent from the customer and only registered users who have opted for the service to receive mails should get the emails.

The content of your email, be it images, links or the text should be of high quality and must appeal to the readers. Not the sales pitch or the promo offer details is going to do the job, it is how you relate them to the customers.

The number of emails sent, frequency, time at which emails are sent are other aspects that you have to be aware of. These should be selected after careful consideration.

The innovative features of the email are the most appealing ones. Be it the little graphic or the overall theme, the innovation in the way you go about the product in the email matters a lot.

There is this subtle divide between a successful campaign and a failure. The more you have your eye on the basics and get them right, the less you are on the wrong side.