Setting up an e-mail marketing campaign requires smart strategic planning. Online content strategies discussed in other articles are still in play (the content has to be about helping the customer solve problems, educate, inform, or meet a need). In addition, while websites, blogs, and social media have few rules, e-mail is highly regulated. Making mistakes can be costly (up to $16,000 for each recipient who gets a piece of spam from you). Fearing e-mail marketing is unhealthy, the business case for e-mail marketing is very strong, but knowing how to do it the right way will spare marketing mistakes.