E-mail marketing is a form of direct marketing which uses electronic mail.
Email marketing (on the Internet) is very popular with companies.. It gives you greater targeting for specific customers.

But email marketing must be done correctly for it to work well, and there are some basic rules governing it. If done incorrectly, or if you ignore the basic rules of email marketing (at your own risk!), then you can actually drive others away from your list, and the “unsubscribe” button will be clicked on all too often. To avoid this, follow these basic rules, and you’ll see your lists expand, and have happier clients for your home business.
1. Never, Ever, Ever, SPAM – Mostly, you’ve received SPAM or unsolicited email, some point (it seems to start just hours after creating your first email account). You may have even considered sending out a nice and friendly email to some of your customers, to let them know about your latest product or discount, and wondered if this is okay.
2. Collect Addresses in a Responsible Manner- While SPAM doesn’t work, opt-in emails do. Never, ever “harvest” email addresses, which is the opposite of permission mail lists. In addition to being unethical, it just doesn’t work.
3. Provide Contact Information - When people read your emails, they may have questions, concerns, or want to tell you how great your emails are. They may even want to learn more about your products or services. They can’t do this if you don’t provide contact information in the email, since hitting the “reply” button in some cases sends the email back to a list server address.
4. Provide a Link to Your Web Site – in this way, you’re giving potential customers a chance to contact you, and learn more. And encourage them to do this: make your link entice them a bit. Instead of a plain link, why not say, “See our newest products” or “View our discounts available only this week” for your link.
5. Use Good Grammar - If you aren’t a good writer, or are unsure how to create clear, legible email communications, consider hiring a professional to assist you and to learn more by his help.
6. Be Honest In Your Communications - Honesty is the best policy in email communications, including headers. Don’t “trick” customers into opening your emails; instead, get them curious, or state clearly a benefit that your email will provide them with, then deliver it in your email. This creates a “win-win” situation: they’ve received real, honest help, and you’ve maintained positive contact with your customers.
7. Be Polite - Be polite, and offer your customers a real benefit for reading your emails to them. You may even get grateful mail back in return. Thank your customers for asking for more information in your autoresponders. Let them know that you appreciate them, and that providing them with outstanding client service is your top goal. Treat them the way you would like to be treated, and you’ll see increased response rates.

Read more : internetbasedmoms.com/ezine-publishing/email-marketing-rules.html