Effective Email Marketing.....
Email is revolutionizing the art and science of direct marketing, bringing new marketers new opportunities and challenges. Email has made communicating with customers and prospects easier and less expensive than ever before. The basics of direct marketing, however, have not changed.
     
Before someone reads an email message, they have to open it. You have to get their attention, quickly. That´s why the subject line of every email is so important -- it has to interest, entice or lure the reader to see what´s inside. The objective is to incite the reader to take action -- whether it´s a return email, clicking through to a web site or ordering a product or service. Be brief and clear. One screenful is a lot of words. If you exceed this amount, you may be inviting a date with the delete button.

Abusing mass email is a no-no. Ask permission to include recipients on a list. Never sell or trade list information without members´ knowledge and always avoid inappropriate messaging. In addition, give everyone a chance to remove themselves from your email lists. Jamming a message into an unwilling recipient´s mailbox is a surefire way to turn off a customer or a prospect. Because many email systems are not equal, it´s also a good idea to keep your email as simple as possible. Just about everyone can read plain text messages, but many people can´t read emails with graphics and multimedia embedded in them.

You should always include hyperlinks and web addresses to give recipients an easy way to get more information or contact you. You can stub your toe however, if you ask for a reply and then don´t respond quickly when those replies start pouring in. Be sure you have sufficient resources to handle electronic communications. There´s no limit to what you can use email to do. Introduce new products, announce upgrades, communicate new prices, trumpet new features or personnel -- the list is virtually endless. A direct mail program can be as simple as sending a thank-you note to current customers, or as complex and involved as you can dream up. Whatever you choose, make customer service, convenience or savings the primary focus. Always seek to respond to customer needs and wants.