While us Brits watched from afar at the unwinding of the US election and Obama's epic victory, most of us were blissfully unaware of the extent of his campaign to engage with the American public.

Hitting a larger target audience for less money seems like a bit of a no-brainer at the moment and email marketing certainly hits the nail on the head. However, as effective as it is, it's also easy to get wrong. Get it right and you can generate further sales and leads and retain client loyalty.