• Never Spam
• Collect email addresses in a responsible manner
• Provide your contact information
• Provide a link to your website
• Use Good grammar, be honest and polite

An email marketing campaign would never diverge from above rules. An email campaign will mean, What are you going to give them and what are they going to give you?

The offer is significant to the success of your email effort. You need to be very clear about what your offer is, and this need to be communicated it to the receiver, simply as you can.

You might have a great offer, but if you send it to the wrong list it will fail. On the Internet, list buying is difficult than direct mail, where you can examine a standard-format rate card, look over demographic data, or get help from an experienced list broker or consultant. The email list business has a few standards, and it can be difficult to make sure who you are dealing with.

Keep away from the spammers & the bulk mailers who will sell you an email list or offer to send your ad out to a half-million people. Spamming will be a problem, instead of giving any profit.

Find a reliable opt-in email list owner or broker. Make sure you're dealing with a genuine company with a sound track record.

In advertising, "creative" refers to the concept, copy and design of an advertising piece. Most email advertising is sent out in plain text, so you can't do much with design. But good strategy and copywriting can make a big difference.

Focus your copy around your offer. In email, its recommended that copy is brief, straightforward and to-the-point. Try making it interesting, compelling and personal.

Make the offer clear & remember to include a call to action. In other words, tell your audience what you want them to do and ask them to do it. Also make it easy for people to respond. Most email promotional messages will direct the user to a web landing page, where they can find out more details, fill a form or order. The subject line is also very important. Avoid subject lines that scream out "This is an ad!" Make it something simple, unassuming and short, while implying a benefit.

Pay very careful attention to these elements of an email marketing. If the effort falls short in any one of these three areas: offer, list or creative, a poor response is expected.