E-Mail Expertise, Part 1

6 of the 12 ways you can tap into the power of e-mail

Guerrilla marketers know that marketing on the Internet means alot more than having a first-class Web site. It also entailsparticipating actively in forums centered around yourbusiness's area of expertise. It means understanding theimmense marketing power of chat groups and connecting with theright customers there. It means hosting conferences, perhapspenning an online column or article and doing research in the mostextensive information arena in history. And it means tapping intothe power of e-mail.

Here are six of the twelve top e-mail strategies for guerrillamarketing online:

1. Compose e-mail offline. You're much more likely towrite an effective message, correctly spelled and formatted, if youhave the time to compose and review it offline.

2. Use an effective subject line. You may not get thechance to explain your message further if the prospect won'topen it. A subject line on an e-mail message is the equivalent of ateaser line on a direct-mail envelope.

3. Pay attention to your message's style and clarity.You wouldn't dress like a slob at the office; don't dressyour messages like slobs on the Net.

4. Use an effective signature. You already know the valueof a business card, and your signature is your electronic businesscard.

5. Use an evocative address. Choose a screen name, username or domain name that helps promote your business. Well-chosennames are marketing opportunities for guerrillas.

6. Keep your messages short. Don't waste people'stime. If they want more information, they'll ask for it, andthen you can take time to explain things further. Cyberspacebelongs to the concise writer.

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