We've all got an email list that we use as a marketing channel, and it's still the most cost effective direct marketing channel. But if you don't do it right, it won't work and more importantly, it can also turn people off. Use these tips to optimise your efforts:
1. Use an opt-in list. Only e-mail people who indicated they would like to hear from you.
2. Obey the law. To comply with anti-spam regulations, have your mailing address in the e-mail; a clear unsubscribe method; a subject line identifying the e-mail as an ad; a working 'reply to' e-mail address.
3. Keep it short. Make sure the call to action is clear, and that it will show up in the preview pane of most e-mail software.
4. Measure and test. Monitor which subject lines and headers are working, which links are being followed.
5. Finally, do resend to those who don't open the first e-mail 3-5 days after your first e-mail, retrieve all of the e-mail addresses of contacts who didn't open it. Resend the campaign to them.
Keep on monitoring and refining - this is an art not a science!