Let customers get to know you through email marketing

An email marketing campaign can be a great way for consumers to get to know a brand's personality and develop bonds.

This is the view of Business 2 Community contributor Megan Leap, who explained that all content is an opportunity to build a relationship with readers, so advertisers should take advantage of this by delivering something "awesome".

By getting to know what a business stands for and - ideally - liking what they see, there is a better chance that a recipient will become a sales lead in the future, which is ultimately the aim of business-to-consumer communications.

"Every marketer is now a publisher. It's important for your content to be helpful and useful. Give away some secrets to the magic behind your company - really. Don't shill. Don't sell. And when your prospects are ready to evaluate solutions, they'll go to you, not your competitors," said Ms Leap.

This notion of subtly building a bond with customers via content is gaining increasing traction among, but Forbes technology writer David DiSalvo warned against sending unsolicited emails to begin this process.

He explained that he dislikes it when he is sent a sales pitch despite not actually having shown any interest in a product, with his details probably having been picked up from a conference registration list. Mr DiSalvo's concerns highlight the importance of opt-in lists as well as the significance of getting relevant content to the right people.