Plenty of us hate email marketing, and even more of us ignore it. So using it to build your own business is a bad idea, right? Not if, unlike so many email marketers, you’re smart about it.
If you have a current database of email addresses from customers and contacts, reaching out to those folks via email—and, critically, doing it well—will build leads, sales and your brand community. Here are the essential things you need to do in order to avoid being annoying or irrelevant, and to use email as an effective tool for connecting with prospects and customers.