Email marketing is a highly effective way to contact new and existing customers for your online business. Making sure you comply with all 'spam' laws is essential, as this will protect your ISP address and make sure you don't get complaints. Email is the preferred means of communication for many 'internet friendly' consumers and of course it is both instant and cost effective.

A double opt in list from a list broker is a good way to start building your business, but make sure you always use at least double opt in email addresses otherwise you risk getting a 'spam' complaint. If you have your own email list, then you have already gone through the optin process yourself and so will not be accused of sending spam.

Your headline must be snappy as you are competing with other businesses who are also sending targeted emails to this person. If you only have a second to create enough curiosity for the addressee to open the email, you really need to concentrate on creating an eye catching headline, or the moment is lost and your email will never be opened.

Your opening sentence is vital as you need to make sure you create enough curisoity in your reader for them to read on. Asking questions, making controversial statements, solving problems, telling your own story - these are all effective ways of constructing. Whatever you chose to do, make sure it creates the desire in your reader to make them want to read on.

Make your sentences short. The ideal length of a sentence is 70 characters. Any more than this and you risk your reader losing interest. Keep your lines and your paragraphs short and to the point. This makes it easier on the eye and so your reader is more likely to read on.

When your putting together the content of your email, make sure you always relate what you are saying back to how your offer will help your potential customer. What problem will this offer solve and how will your customers life be better once they buy your product.

Make sure your emails are text only and not fancy graphics or backgrounds. Although fancy emails look great they might take time to load, use up lots of space in your addressees inbox and do not increase sales, so why bother?

Emails are a great form of communication for today's consumer and today's business owner, but you will be much more successful if you follow the tips in this guide - otherwise you could get it wrong and this will not help your business at all.