Email marketing is a phenomenon which is being used more actively, and is showing improved results with time. The thing about email marketing which is most appealing is the fact that it is easy to use and communicate, and also much more economical than any other form of communication. Being able to have a personal message sent directly to your customer universe without sending them out individually is the biggest convenience of email marketing.While email marketing is so effective, it must be remembered that it can also go awfully wrong. It is important to have a well structured plan in place to enjoy a good email marketing structure. It is simple, and therefore, the tendency to get misguided and carried away is higher. When you plan for an email marketing campaign, the most important thing to take care of is the timing. Always have a pre-defined frequency to send out your emails. It is critical to be frequent enough and still not send out emails too often. Another problem with your email marketing could be that you do not have en email system which is frequent. Having your emails sent out at very great intervals could also cause you to be forgotten and negate any effects of your email marketing. Before you send out any emails, ensure that you take a close look at the universe that the emails will go out to. Remove any email id’s which are incorrect, that of those who do not wish to be contacted and also those which are not of use.It is most important to respect the sentiment of those receiving your communication. Always remember that you should send emails only to those who are willing to receive them. In the event that you receive a termination request, never send out emails to the company, or it could mean loss of goodwill. It is important to periodically prune your list of contacts and also update it for new entrants who could be valuable prospects.Having a well thought out email marketing structure will help you network, and also enable top of mind recall. This is a gentle, yet effective way to get noticed and stay on the radar. If you have made some intelligent use of your email marketing tool, you should be able to ensure maximum conversions and also be able to retain clients more easily.