Before you can send out marketing emails to any contacts, it is essential to receive permission to do so. You do not want to be caught in a legal battle because you sent an unwanted email to the wrong person. Believe it or not, there are laws regarding spam and they fall under the First Amendment rights. Make sure to include a visible unsubscribe link in the emails.
First of all, emails sent from your company should make it easy for people to subscribe. Post links to the subscribe page in your email, on your homepage, Facebook page, Twitter, blog, etc. Be sure to make a short and simple signup form. In addition, inform subscribers what to expect before signing up and allow people to select how often to receive emails.
Send new subscribers a welcoming email. A special offer or promotion is a great welcoming gift to assure the subscriber of the benefits. You can segment your subscribers into different groups - this can be added to the signup form. This allows for more targeted emails and allows the subscribers to select content more relevant to his or her needs.
The overall theme and format of the emails should be cohesive. The fonts, colors, and visuals should align with your brand. It is best to use an email template and adjust it accordingly over time. Be sure to embed links to your main site and include brand logos that invite readers to become more familiar with your brand.
Create content in the emails that provoke the subscribers to share the information. Make the emails viewable in web and mobile versions so that viewers can read your message outside of the email program. Also, try adding social media icon links for easier access to share.
Learn more at http://www.forbes.com/sites/katelee/2012/10/15/15-email-marketing-tips-for-small-businesses/
Happy emailing! :)