A great deal of digital marketing is done via one of today’s most popular communication medium: email. Anyone who browses the internet counts with at least has an email account to their name. This is why it presents such an alluring channel to reach out to potential customers.

Today, via Business Wire in Sacramento, I learned that an expert in the matter provided some insight into the practice of email marketing as well as how to go about doing it well.The expert, Dan Forootan, denotes 10 best practices to consider and apply:

1) Buying Lists: Just Say No

2) Sign-Ups: Make it Easy

3) Don’t Rush It

4) Start a Conversation

5) Provide an Incentive

6) Share it

7) Keep It Clean

8) Addresses to Avoid

9) Make the Connection

10) Give Them an Out

More @ StreamSend: How to Get New Customers with Email | Reuters.

The more I read what Forootan explains for each one of the 10 best practices the stronger the argument for marketing based on user preferences becomes. Customer preferences *should* dictate the tone of the engagement and the content of the conversation your company has with your prospective customers. A customer that is not ready to buy now does not equate into no purchase. Your company should look to build the relationship, answer the concerns of the customer about your product or service and sell them the purchasing experience.

- NameIsMO