Internet email marketing campaigns have become a very effective way of communication with clients and prospects, being much more effective than traditional physical mailings.

Nevertheless, we have to be very careful about the way we implement our Internet email marketing campaigns. The net i s full of spammers who bomb our email with unsolicited bulk email which has led the consumers to a bad image of this type of campaigns. On the other hand, anti-spam software makes it very difficult for us that a message is received by our targets, if they have not deactivated the filter for our specific email address.

Therefore, the first thing we have to do is complying with legal dispositions in force regarding the internet email marketing. This becomes a little complex if our business is addressed to different countries, as laws may differ a lot (for instance, European Union laws on these issues are far more restrictive than USA). But complying with law is necessary, but not enough.

We must also fulfill a series of "ethical" or moral norms in order to maintain a good reputation of our company among our potential clients. Otherwise, these type of email campaign would cause a negative effect.

So, if we want an internet email marketing campaign to be effective and not to cause rejection, a first step is using a data base of users who have given their explicit permission to receive information. It is even better if the permission is been given specifically to our company, that is to say, that we have an own data base. Another aspect is that the information we send to them has some value to them, beyond the explicit advertising of our products or services. Finally, we have to plan very carefully the frequency of the communications. Some good internet email campaigns cause fatigue to the users, due to their too frequent messages.