Dos And Don'ts Of E-Mail Marketing

How to get a strong response from your e-mail campaign
Magazine Contributor
2 min read

This story appears in the September 2000 issue of HomeOfficeMag.com. Subscribe »

If you're trying to rise above the crowd, remember these two words: personalization and customization.

Broadbase Software recently surveyed 50 sites, measuring the time between a consumer's purchase and when the site e-mailed the customer with additional marketing offers. The company found that sites took an average of 26 days to contact the customer, and that only 16 percent of e-mails were personalized to the recipient.

However, it's easy enough to increase those percentages and become a savvy e-mail marketer if you post these few reminders near your computer:

  • Know your customers inside and out. Know their interests, their acceptable level of contact and what they're looking for in terms of contact (a lengthy newsletter vs. a short note, for instance). This will take an extra level of cyber-sensitivity on your part, but it can make a real difference in your bottom line.
  • Take the phrases "opt-in" and "opt-out" very seriously. In other words, customers should know you'll be e-mailing monthly product announcements or other marketing pitches. They should also be given easy access to a tool that allows them to stop receiving e-mails from you at any time.
  • Don't rest on your laurels. If you had successful results from an e-mail campaign in February, don't assume the same thing will work in August. Tailor your e-mails to keep up with the times, and your competition.
  • Don't expect a 30-percent click-through rate going in. It may be hard to swallow, but know that, realistically, it might take many hits before you get the kind of results you want.

Julia Miller is a -based writer who specializes in and marketing. She can be reached at juliam129@aol.com.

loading...

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Amplify your business knowledge and reach your full entrepreneurial potential with Entrepreneur Insider’s exclusive benefits. For just $5 per month, get access to premium content, webinars, an ad-free experience, and more! Plus, enjoy a FREE 1-year Entrepreneur magazine subscription.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur