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Email Marketing is a great tool to engage your clients with your Business.
Before starting Email marketing you need to make plan for it.
First of all Subscriber list, If you have your own subscriber then it is great and if you are planning to rent a list then it should be of your business niche, opt-in and of course upto date.
Second thing is Email sending server, you can use reputed servers like mailchimp, amazonses etc or you can Build your own server for this purpose.
If you are planning for own server then before renting the server you should ask the email send limit from the service provider. most of the server provider companies do not suppoert Bulk email and if you try to do so they will suspend your account without any refund.
try to get Dedicated server with lots of IP. do IP rotation
your Email marketing tool should be good enough.
when your server gets ready, do IP warmup so that your Domain and IP can get reputation.
Do not send Bulk quantity on the very first day, send 100 email on 1st day, 300-500 on 2nd day and increase gradually.
Also create feedback loop for your emails.

third thing is Email template, Make your template as Simple as Possible and avoid SPAM words like free, Discount etc

Last and Most important, make Autoresponder, It engage your client and also helps to improve your Domain and IP reputation.

Things to Avoid:
Do not send Bulk email from Website Hosting.
Do not send Email to Unsubscribers.

The best way to start email marketing is by completing research on your audience - what do they want to hear from you and what can you genuinely offer in your emails that they will be interested in.

Once you've decided what you're going to be emailing, you should set up a calendar of how often you'll be sending out emails - you should aim for a regular, but not too regular, basis. Depending on how much content you have to share this might be once a week, once a fortnight or once a month.

Once you've done this you want to create an opt-in process - offer something of value to your customer or audience in exchange for them subscribing to the email list. This is called a lead page or lead magnet and you want to make sure this is well made - it's often the lasting impression your audience will have of you.
You never want to email market to people who don't want to receive your emails - you'll be marked as spam and people won't open your newsletter. Most of the time emails that you can purchase are dead and, in this case, you'll have a very low open rate and an extremely low ROI because of this. Most email marketing service providers, like MailChimp, will charge per subscriber, too, so you don't want dead emails costing you money.

The main point in email marketing is that you should have an opt-in list of subscribers and 100% related to your website niche.Use some authentic SMTP server with rotating ip addresses to make inbox rate higher.