The importance of great timing and an authentic voice have been highlighted among a list of email marketing tips.
Businessinsider.com blog Small Business Trends reported the advice of Her Campus Media representative Annie Wang, who described how it can help establish the email as a part of the recipient's routine if it is sent out at the same time each day.
Meanwhile, Tim Jahn of Entrepreneurs Unplugged urged other firms to use an email marketing campaign to their "real story", since this will help avoid each message from becoming just another email in people's inbox.
The blog labelled the marketing medium an "evolved version of direct mailing", adding: "In today's digital age, an email marketing campaign is necessary to every business model, equivalent to - if not more important than - a social media strategy and your company's website mobile compatibility."
Business development consultant Allison Graham wrote in a column for lfpress.com and echoed the importance of timing when it comes to online marketing. In her opinion, it is crucial to spend some time considering the most "likely and relevant" moment to communicate with consumers.
In a lot of situations there will be "common sense" answers as to when people will want to hear from a brand, according to Ms Graham, but some testing will help establish the solution to more complex circumstances.