Email marketing is a a very powerful marketing medium, but are you DOING IT RIGHT?
An existing relationship is the key.
Email marketing works, particularly if you have an existing relationship with the members of your mailing list. They may be an existing client, a network connection, someone that you met socially that has passed on their business card, or even someone that sent a simple enquiry through your contact form on your website. But the key to email marketing is that you need to have that existing relationship. Not just to ensure your email isn't deleted without being opened or doesn't go into their spam box, but also to make sure you are conforming to Australian Spamming laws.