11 secrets of great e-mail marketing

1. Understand the medium - Remember it is more
intrusive, the recipient has a shorter attention
span and you can’t send it unless they tell you
they want it.
2. Give them what they want - To get a share of
attention, ask what they want.
3. The Employ DM principles - Copy is king. Timing
is important. Test the subject line, test the offer
and the creative. Your “subject” and “from” lines
are you outer envelope.
4. Build your own list - Start with your own
customers, (you can’t buy a good e-mail list) use
direct mail reply cards, surveys and incentive
offers.
5. Get more than an address - Ask for 2 e-mail
addresses, work and home. When one becomes
undeliverable request an update. Get format
requirements, user preferences, product
interests and frequency of contact.
6. Double opt-n, easy opt-out - Compile your own
list by asking permission twice. Confirm all
requests,. Make it easy to opt-out. Include a
privacy statement.
7. Don’t pollute your universe - Definition: don’t
provide meaningless, dense or irrelevant
communication that trains recipient to ignore or
opt-put.
8. Take advantage of all touchpoints - All customer
contacts are opportunities to sell, provide
service, build your brand. Emphasize service, soft
pedal sales.
9. Search and steal - sign up for everything.
Evaluate the good and bad e-mail marketing.
Use the methods that got your attention
10. Don’t ignore it - When done correctly, it’s an
extremely powerful and cost effective tool. Use
when appropriate.
11. Don’t irritate the dog - If Pavlov’s dog did not
love the taste of meat, the frequent and
consistent ringing of the bell would have
produced no response other than irritation!