Sustainable email sending programs in an inherently hostile environment now require great care and planning. Before considering technical complexities and marketing tactics, email senders must adopt this basic paradigm shift.

The five guidelines included in this series should become watchwords for ezine emailers as they incur the risk and responsibility of sending newsletters or any other repetitive type of email.

Part 1 of 5: Treat Email as a True Risk and Cost Center

Part 2 of 5: Avoid Collateral Damage

Part 3 of 5: Use the Available (Legitimate) Tools and Tactics (M2M)

Part 4 of 5: Build Strong Relationships (H2H)

Part 5 of 5: Continuously Evaluate

Part 4 of 5

Build Strong Relationships (H2H)

to keep your communications channels open

The term