B2C and B2B email marketing campaigns are typically done in newsletter format, which requires html coding for formatting. There are sites that offer generic newsletter formatting services (some will even generate your content) and distribute the email through the service. This is most often billed depending on how many recipients you have, or how many megabits you require.

The biggest mistake anyone can make when using email marketing tools is spamming users. Spamming occurs when emails are sent to users who do not wish to receive the service. This leads to decreased credibility, blocked accounts, and a negative impression on recipients. Good content—including relevant helpful hints, updates, and news—will establish readership.