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Email marketing is still a highly effective tool. However, with reduced attention span and a plethora of devices out there it's important to get things right. Here's four tips to increase the effectiveness of your campaigns.

Marketing is part of the whole business process, and is not just something that big companies engage in. Investment in marketing is investment for survival in a competitive market.

"If a job's worth doing..." An expression from many a mother, but one that should be learned for marketing. You need to provide more reasons for your prospects to say "yes" to your product than your competitors. And this doesn't stop with just the product.

Advertising that flies in the face of fashion risks being seen as irrelevant, either because it appears out of date or it's clearly aimed at a different market.