Given the always increasing amounts of spam, email marketing has many challenges. Nevertheless when a prospect receives on her/his screen a missive they have requested from you, you have the very best chance of engaging their interest and hopefully securing their order. It therefore is worth putting in the effort to take the necessary steps to get it right.
Throughout you must ensure your actions are in conformance with the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act). This sets out the requirements for those who send commercial email including penalties for spammers and companies whose products are advertised in spam.
Your program must include a good Email List Management process. This may well start with one of the high-quality lists of opt-in addresses, which are available for rent. Most of the better ones are not cheap but they can be very targeted, and have already been cleaned of bad addresses.
One source of these is the List Company with one of the largest databases including over 14 million US businesses and 300 million US consumers. Their data is more accurate than other commercially available marketing data and is continuously updated with NCOA software (National Change of Address), CASS Certification, and other standard accuracy processes. They go so far as to guarantee the deliverability and contact rate of the data in writing.
They have a variety of lists such as consumer lists, business lists, telemarketing lists, mortgage mailing lists, and other specialty response lists. All of these can be highly targeted by appropriate marketing and socio-economic factors. It is not surprising that many top companies have come to rely on their compilations.
By continually working with and managing these lists and sending out email messages from IPs that have a good reputation in Junk Email terms, companies should see their messages getting through to prospects and a good return from their email marketing efforts.