With the increasing problem of communication overload it is important for email marketing to be relevant, timely and targeted - part of the solution, not part of the problem. Here are some issues to consider each time you send out emails.

Clearly identify yourself - The ”from” and the ”subject line” should be written to achieve instant recognition and branding.

Respect the relationship – If the relationship you have with your readership is business focused stay within these parameters. Social networking has blurred the line between friend, acquaintance and colleague. Don’t make the mistake of overstepping your relationship with your subscribers.

Provide value – Make your mails worthwhile and focused on the reader. Content mix should aim for 20% marketing material and 80% information.

Get to the point – Peoples' time is valuable so make sure you quickly put forward your information. Make sure it is easy to digest and these days it is also important to consider the variety of ways it can be read and make sure your design accommodates these various formats.

Watch the frequency – If you bombard your contact list with emails they are likely to consider this to be spam - even if they opted to be on your list. Only contact them when you said you would and when you have something valuable to say.

Personalise the content – Some people believe placing a 'Dear John' at the top of their newsletter will make the reader more receptive. This is not personalisation and in fact may to some readers be seen as overstepping the relationship. Personalisation means presenting relevant content. Think about what your readers want to know and use your email to help them find this information.

Make it easy to respond - If you follow the 80/20 rule we talked about earlier then it is important that your 20% marketing focus is well targeted. Each marketing item should have a clear Call to Action. When your readers are interested in responding it should be easy, quick and clear what they are to do.