Hold On to What You’ve Got

3. Honor consumer requests. The practice of suppression — removing names and e-mail addresses from your lists — can greatly improve your company image. Honor the requests of businesses and consumers who don’t wish to be e-mailed or have opted-out of your list.

4. Choose wisely. Selecting the right service provider is vital to the success of your e-mail marketing campaign. Here are several questions and points to consider before making your decision: