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Once you start to drive traffic to your site, your email opt-in list becomes very important. Newbies are at a disdvantage when it comes to learning the ins and outs of spam laws. It is fairly easy to blunder into blacklist status. For this reason it is good to follow best practices with regard to list management.
In addition to avoiding spam blacklists, it is a good idea to use your email list wisely and everything from email frequency to HTML formatting has an impact on the effectiveness of your campaigns.
Most list management services provide statistics of emails bouncing/deleted/opened/read but it is possible to take this process further and examine numbers associated with website hits and eventual sales.
We manage emails for the Harmony Festival.