Email marketing can work wonders for your bottom line if its done properly. Even top email marketers can muck it up. Here are our tips for getting the most out of email marketing:

Check, check and double check – rush and you’ll come unstuck. Get a second and third set of eyes to read your email.

Content is king – make your message engaging. Try telling a story that might come from an expert.

Avoid the spam trap – your email should include an unsubscribe button. Email campaigns work if you offer killer content and send it to contacts not strangers. Always get permission rather than spam every email list you get your hands on.

Give a little to gain a lot ‑ avoid in your face pitches. Solve your clients’ or customers’ problem. Include a special offer.

Short articles beat long ones – cater for readers who are time poor, have a short online attention spans and are quick to move on. Hit your high points and offer a read more button to give folks the option to dive in. Post longer articles to your website.

Make sure the subject line is attention grabbing

Add eye catching graphics

Think about formatting for mobile devices such as blackberries and iPhones – ensure your email can be easily read on mobile phones, PDA’s and tablets.

Include a forward to friend button ­– try incentivising your readers to forward your email to their contact lists.