Email marketing is one of those tactics that can produce impressive results when done right, and can hurt your brand's reputation when done wrong. Send a helpful, targeted message and you just might have a customer for life; send a misdirected blast and you could see your unsubscribe rate skyrocket.
It's not hard to see why this is the case. Just look at your own inbox and, if you dare, your spam folder. There are a lot of people trying to reach you through email, some with dubious intentions and others with a self-serving purpose. Don't be one of those senders.
The problem with most email marketing is that messages are sent purely to build awareness or make an announcement, which is unappealing to recipients who receive several such messages every hour.