How Companies Can Engage With Email Marketing

Effective Targeting
Your email list is your most important asset. How you build it will depend largely on where you're operating. In the European Union and Canada (where new anti-spam legislation came into effect in 2014), customers must opt in to receive commercial emails. In the U.S., direct marketing emails can be sent without an opt-in, but the CAN-SPAM Act does require an opt out and prohibits certain practices such as using misleading headers and subject lines.