The best email marketing campaigns may not be a hard sales pitch
directed at your subscribers. Good campaigns inspire the recipient to
forward the email on to friends, family and colleagues. Including
something useful for the reader, instead of just information thrown at
the reader, could help to engage your market. Gyms could send out
useful training tips, instead of a blatant membership price tag.
Restaurants could include tasty recipes; hardware stores can include
DIY tips. Forwarding on an email is the modern day word of mouth, and
for the price of one email you could reach a whole group of potential
customers.

A campaign which engages the subscriber and offers the reader more
than a simple catalogue of prices has the potential to move from
mailbox to mailbox - free marketing! If your subscribers expect your
emails to contain useful information they’re more likely to open
subsequent emails, instead of deleting without reading.

Provide value in your campaigns, not empty messages, and your
unsubscribe link will find itself feeling pretty obsolete.