“When communicating with customers via email, it is critical to work with the interactive nature of email marketing rather than against it.” This is a vital component of a successful email marketing campaign when engaging customers and prospects according to Lana McGilvray, Datran Media’s vice president of marketing. Ms. McGilvray explores some of the basic rules of consumer engagement in her latest Email Insider column.

The article is full of helpful advice when using email as a marketing channel and is a must-read. Ms. McGilvray cites a recent Datran Media case study to demonstrate just how successful email can be when you listen to your audience and market to their direct needs.