A few years back, a then colleague of ours gave an excellent overview of email marketing. Ranging from strategy to the mechanics of list & email design, the series elegantly captured the thinking behind successful email marketing programs. Rather than re-invent the wheel, I have shamelessly borrowed the best of his material to create a series on the benefits of a well planned email marketing program
The fourth post speaks to importance of aligning email activity to a company's brand: How good practices project a positive image of a company & brand but bad practices can do serious damage to both. I also suggest there are 2 aspects to be considered in managing company & brand image in the eyes of a customer.
I hope you find this of value in your own program design.