Tip 40: More on E-marketing
- 79% of e-mail users prefer opt-in e-mail to the opt-out option (see page
99 for definitions).
The best application for e-mail marketing is to communicate with existing
customers/prospects rather than try to acquire new prospects.
Be careful with the Subject line. Certain words (such as FREE) may get
your message bounced as spam. Instead, use a clear benefit that conveys
"what's in it for me?"
Personalize the e-mail from a real person (Jane Smith, Vice President)
rather than from Marketing Department, Widget Expo.
Test your message through the various e-mail accounts (such as AOL) to
be sure your message maintains its graphic quality.
More on this subject in future PTS Updates.