The Right Way to Use Email for Marketing

There is only one 'right' way: use it with a list of prospects who have contacted opted-in and our responsive to messages like yours. Here's why…

Readers will not complain about receiving valuable information if it is something they are interested in or will help them make money or improve their own careers.

Readers welcome the opportunity to get:

• 'last minute' reminders of important dates or events
• special offers on products or services they use
• hot information about new products that can help them do a more effective job
• news 'from the front lines' of their industry

The following is a list of key tips to keep in mind.

1. Capture Addresses

You can only email if you have addresses, so start collecting them now. Make sure there is a prominent place for an email address on all customer response forms you use - both on and offline.

2. Use ASCII Text Only

Keep it simple. Include lots of white space in your messages. Use headlines and sub-headlines. Don't overuse WORDS IN ALL CAPS. Make it easy to scan and to read.

3. Use Wide Margins

Limit yourself to 50 to 80 characters per line.

4. Deliver Your Most Important Information first

Try to always put your key benefits and sales points in the first screen people read or risk losing your chance to make your case.

5. Make The Subject Line Your Headline

This is what people see first. If it's strong, crisp, and compelling, they'll open your email. If not it will get "recycled" so concentrate on this all-important element.

6. Short Is Better

Unlike other kinds of sales writing where long copy outsells short copy, the standard for email is different. Think about the way you sort through email, especially when you have a backlog of messages. Online, time is often too short.

7. Test, Test and Test again

Gauge your response by testing one element of your email at a time. Start with the subject line. Test headlines, body copy, layout, and the PS. at the end. Successful marketing copy is always tested, one element at a time.

8. Always Give Readers a way to Opt-out

What's interesting today may become annoying to a reader in the future. Always give your reader an easy way to epxclude themselves from future mailings, and by all means honor that request.