Smart E-Mail Marketing Gets Personal Keep these four tips in mind when creating a successful e-mail marketing campaign.

If you're trying to rise above the e-mail marketing crowd,remember these two words: personalization and customization.It's easy enough to increase those percentages and become asavvy e-mail marketer if you post these few reminders near yourcomputer:

  • Know your customers inside and out. Know theirinterests, their acceptable level of contact and what they'relooking for in terms of contact (a lengthy newsletter vs. a shortnote, for instance). This will take an extra level ofcyber-sensitivity on your part, but it can make a real differencein your bottom line.
  • Take the phrases "opt-in" and "opt-out"very seriously. In other words, customers should knowyou'll be e-mailing monthly product announcements or othermarketing pitches. They should also be given easy access to a toolthat allows them to stop receiving e-mails from you at anytime.
  • Don't rest on your laurels. If you had successfulresults from an e-mail campaign in February, don't assume thesame thing will work in August. Tailor your e-mails to keep up withthe times, technology and your competition.
  • Don't expect a 30-percent click-through rate goingin. It may be hard to swallow, but know that, realistically, itmight take many hits before you get the kind of results youwant.

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