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Believe itThere's a lot that goes into successful email marketing – so much, in fact, that entire books and seminars have been devoted to the subject. And yet, a lot of business owners and marketers don't understand the one unbreakable rule for sending email newsletters… or not, that rule isn't that you have to continually promote your products and services to the contacts on your list. Instead, it's a reminder that you simply cannot afford to lose subscribers unnecessarily.

Why is this so important? Once upon a time, it wasn't that difficult to find new subscribers. In fact, the numbers suggested that you could come out ahead by offering one product or discount after another. If you pushed a little too hard and someone removed themselves from your list, you could almost always find a few others to replace them if you were willing to work at it. 

Now, though, people are being much more selective about what they'll allow in their inbox, and a lot of marketers are seeing their email newsletter subscription list losing clients as a result. And, when you lose a subscriber, you might be permanently losing an ongoing sales opportunity to work with someone who was once interested in your products and services. If you can't replace them, you're taking a valuable part of your Internet marketing effort and throwing it away forever.

For that reason, it's important that you follow a few simple guidelines:

• Don't contact your subscribers too often; for most businesses, between two and four times a month is plenty.

• Respect your subscribers' time; don't send them offers that aren't relevant to what they need.

• Mix in some interesting articles along with your sales message; don't make your newsletter completely promotional.

• And finally, offer unique discounts or ideas in your newsletter; you want to prevent subscribers from leaving by giving them something they can’t get anywhere else.