We all know email marketing works, not because we heard about it in some trendy blog, or because we have marketing backgrounds and have studied the ins and outs of email marketing. No, we know it works because we have all experienced effective email marketing campaigns in our inboxes. Whether directly from an email or due to the influence it had on us, we have made a purchase or a decision about how we feel about a brand. We have also experienced bad and annoying email marketing campaigns. In this article, we will discuss some of the basics of email marketing. So, when you embark on your next campaign, you will have some ground rules about what to do and what not to do.