Email marketing can be a very rewarding business strategy, but like all things it can be a waste of time and money if not implemented properly. The ideal is an efficient and effective email campaign that works. In order to do this there are a number of things that you can do. Start with setting your goals and aims for the campaign and be realistic. Your goals and aims can help you to develop a communications strategy that should set out what you want to do and how you are going to do it.