Email can and should be used as a effective method of building client relationships so here are some very basic dos and don'ts of email communications...
Do: Make your e-communications relevant
Don't: “Spray and Pray” - do not use emails as a method of blanket bombing your customers and prospective customers
Do: back up your emails with your offline communications
Don't: send it and forget it
Do: make sure that the database you're sending to is right for that offer or communication
Don't: merge all clients in to one generic lump and then make your offering 'one size fits all'
Do: observe the basic rules of design and communication that are achievable for this medium
Don't: don't just grab your brochure, make a jpeg and then send (a brochure is designed for people to hold and read, a website is designed for people to interact with – therefore an email is for basic interaction and as a portal for further communication)
Do: send your customers regular emails
Don't: send your customers emails every five minutes – they will unsubscribe and or mark you as spam.
Do: stand out from the crowd
Don't: become just another 'grey mail' and get pigeon holed in to “just some more junk”
Do: consider the customer experience to build long term relationships
Don't: assume that every email will yield new business