With so many businesses these days utilizing what has been called Other People’s Marketing, or OPM, there are some important considerations to take into account, including making sure that it’s a relevant and manageable exercise and ensuring customers don’t lose you as the social networking environment changes by owning your own place online.

The top online retailers in the US sent 152 promotional emails to each subscriber last year on average. That’s nearly one every other day. With that many messages going out, occasional mistakes are almost unavoidable.

The first stage is to re-examine and assess your current marketing expenditure, focusing on the following key factors;