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Although email is fast becoming the marketing channel of choice for most businesses, concerns remain. In an effort to reduce stuffed in-boxes, consumers are increasingly using spam filters that block even the most legitimate opt-in email marketing, and JupiterResearch reports that 17% of Americans change email addresses every six months. To make your targeted email marketing message resonate with customers and best prospects, consider these five tips:

1. Build your list, don’t buy it. Even though the price may be modest for tens of thousands of names, the demographics of a purchased or rented list are a crapshoot, and there’s always a risk you’ll be accused of spamming. Instead, give visitors to your Web site an easy way — and a legitimate reason — to opt in to your emails.

2. Make it more than a sales pitch. An email marketing strategy that only hawks products is doomed to fail. Instead, use email to provide valuable insights and guidance that further the reader’s understanding and appreciation of your product or service. In other words, have something to say; don’t just add to the clutter.

3. Keep it short. Email marketing programs wrapped in a newsletter can be overwhelming for the reader. Consider “e-blasts” — succinct emails that highlight products or events. E-blasts are usually six sentences or less.

4. Archive material. Even the most ardent reader may miss the advice in a brief email. Make sure your communications mention an archive at your Web site. It’s a great way to drive traffic.

5. Build momentum. Email marketing campaigns work best when they build on prior material, creating a complete picture of what you do. Each one should offer a nugget of value.