E-mail marketing is still a valuable tool for reaching customers, but an effective campaign requires a high-quality list, Monika Jansen writes. Look for contacts on services such as LinkedIn and send a message telling them about your content, she advises. You can add people who give you their business cards to your contact list, but you should never buy an e-mail list, she writes. "[T]he people on the list have not opted in to receive your messages, and you could be viewed as an annoyance, or worse, a spammer, thus sullying your brand's reputation."

Related Summaries