Getting the Technology Right
If you are planning to use email as an integral part of your e-marketing plan then you need to make sure the technology you choose is right not only for the message but for your customers. The set-up and performance of people's computers varies tremendously. Some office computers don't have soundcards, which means music or video files won't be any use.
Firewalls, which protect networks, are also common these days. Often these will limit the size or type of file that customers can receive. One solution to these problems is to host large files on your website and simply send an email with a link.
Another important consideration is the connection speed. Do most of your customers access email at work with a fast connection or do they use a modem at home? If it's the latter, then large attachments or images will make the email frustratingly slow to download.
Finally, there's an issue of compatibility. Different programs will display email differently. An email with images or an HTML component could look messy on a different set-up, or even cause the program to crash.
The solution is to profile your customers and understand what the best format for them is. Some may like e-marketing with whistles and bells, others might just like a plain text email.
Data privacy
Technology gives you the opportunity to collect lots of information on your customers. This doesn't mean you should use it carelessly though. It is very important to ensure that any data you collect about your customers is handled carefully, and in line with the principles of the Data Protection Act. You must also keep it up to date and not needlessly reveal information about customers.