Email marketing can be a very reliable form of marketing and can return you a lot of business if done correctly. But you do need to remember that you have to give your customers the option to opt out of future emails. This is a legal requirement and if not added to the bottom of email sent you can get in to serious trouble.

The best way to do this is to add a link to opt out, but then give the reader options of which email marketing messages they wish to stop receiving rather than removing them from all further communications. This way you may still be able to obtain their data for new product releases for example but they may not want to receive your weekly e-newsletter.

You may also ask the reader how often you can contact them if they stay opted in. Also remember to point out to customers that they will o longer receive special offers and voucher codes etc (if this is something that you offer) if they do opt out. Very often when people read this, they are less likely to opt out completely as none of us want to miss out on saving money if possible.