Great Idea
I think email marketing is a great idea, and not spam if people have registered for the service.
We use email marketing for a variety of our clients for promoting events/products, informing of new activities, special events, an alternative to cards etc. There's lots of uses and each email that goes out has an unsubscribe option so if someone does see it as spam they can unsubscribe.
We use a company called dotmailer who have ready made templates, but you can have branded ones created too (something we do inhouse) so what you send out looks professional.
I'd highly recommend email marketing, but on a regular basis (once a week, month, year) so users know when it's coming, and always with useful information.
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