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Get email marketing right and it can deliver huge revenues for a very low cost.

Get it wrong and you are simply wasting your time, annoying your customers and damaging your brand. Here are 3 practical tips.

It occurred to me recently that we do not give spammers (and in their turn ISPs) enough credit for helping to make email a long-term, credible media.

How so?

The success of email newsletters rests on a delicate balance between regular communications and flooding your customer’s inbox.

I take a look at HMV’s email marketing efforts, which offer a lot but fail to deliver.

To keep emailing those individuals now being labelled 'emotionally unsubscribed' may be enticing on the basis that one day they may be in the buying window... but it may also be very dangerous.

Are broad demographics really relevant in the online world? Is customer behaviour far more insightful to delivering your marketing message?

Behavioural information allows you to develop a toolbox of techniques to improve the relevance of your online marketing, delivering for one client a 600% uplift.

Being part of the IAB email council, I get to be involved in some interesting discussions about the future of the industry, the impact of social media on email and the next big thing.

However many companies are still to exploit the full benefits of email marketing, especially when it comes to database segmentation and targeting.