E-marketing is a cheap way of reaching your marketplace. However, it is much abused and therefore particular care needs to be given to ensuring informative, useful e-mail which fully complies with legislation. These tips share some best practice to ensure that your campaign is successful and you respect the recipient.

1. Ensure your e-mail address data is accurate to avoid emails bouncing back. Note that even with fully accurate e-mail data around 20% will bounce anyway.

2. Ensure that all email addresses are business addresses and therefore it is permitted to send unsolicited emails on business matters only. It is illegal to send emails to these addresses offering personal goods and services.

3. Spam filters are more likely to block emails that have more images than text. A higher ratio of text will give it more chance of reaching the inbox.

4. Consider carefully the text that is used in the subject line of the email to try and catch the attention of your customer, without ‘spamming’. Take care to avoid words that spam filters will find suspect. A void using CAPS, exclamation marks and words such as ‘Free’, ‘Special Offer’ and ‘Exclusive’.

5. Don’t be tempted to fit too much information in, keep it clear and concise. Use bullet points to help readers. Avoid multiple fonts, font sizes, colours, bold, exclamation marks and other gimmicks which are displeasing to the eye.

6. e-mail campaigns are instant and more cost effective than postal campaigns. Take advantage of this by regularly refreshing the design. Use a professional and high quality design.

7. Ensure a ‘Call for Action’ is included and that it is clearly shown.

8. Make sure your team are fully prepared to deal with the enquiries, particularly if you are having a link to a personal email address.

9. Include links to your website and any other web pages that support your campaign. Check the e-mail links in advance. Take care to think of recipients who have html turned off – give them the chance to see the e-mail in full on your site.

10. All emails must include an option for the data subject to opt out of receiving further emails from your company i.e. a note on how to unsubscribe. If you receive an unsubscribe request, you must remove the data subject from your list and your company must not send them any further emails. This is a central part of the Electronic Communications Act.