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HOW TO: Use email to build customer relationships

Email has developed a bad-boy reputation as a blanket direct marketing method. The 'spray and pray' approach to business acquisition has resulted in customers opting out in their droves and the proliferation of anti-email technologies.

Let's face it – email marketing has become more difficult and a different approach is needed if it is to get its respectability back. It is the issue of customer engagement that separates the men from the boys and transforms email from a basic mechanism to a powerful retention solution. Here are five top tips that will help you to leverage email's true potential.

1. Avoid a lottery