Impressive though the results are, it is unrealistic to expect miracles from email marketing. Email opening rates is one area that sometimes surprises and disappoints clients. Opening rates are rarely a reflection on your company or campaign, naturally customers simply dont open every email they receive.

Some aspects of the opening rate are in your control and with experience you will learn to develop more appealing emails, the long term effect of having a reputation for sending useful content will be huge though. Email marketing should be viewed as a long term strategy for your company which will create a more lasting effect than simply chasing an easy sale. That is not to say that sales will not come along the way, but if all you send your customers is promotions and offers, fatigue will set in and you will soon see those sales drop.

Customers will notice if you send them useful emails with added value which will result in long term relationships and sales. Add information to your mailers about industry specific news and trends, expert advice also demonstrates value in your marketing emails. Dont be afraid to draw your customers attention by asking them questions, you can even get them involved in product reviews in many industries. Engaging your customer with a simple survey can have a big influence on their willingness to open future emails from your company. By not simply sending your customers information about offers and promotions, conversely you are actually much more likely to get information about those offers in front of them.

Before you get started with your targeted email marketing campaign, you also need to give thought to your mailing list. It might seem obvious, but dont send email to people who dont want to receive it. Getting customers to opt in (rather than opt out) ensures that your target audience are receptive to emails from you. Opening rates will be very measurably higher if you approach email marketing in this way, and you will not be labelled as a spammer.

Author's Bio: 

Find out more about from email marketing company RapidShot.

Sarah Haines enjoys writing articles on a variety of topics, including email marketing and travel.