E-mail marketing.

Position::Effective methods

Marketers and sales professionals using e-mail to communicate with their target audiences need to learn how to make their point quickly and effectively, without alienating their recipients. Here are some quick tips to ensure that your mass e-mail communications will be well received:

  1. What you see is not always what you get--Not all recipients are on the same system or configure their PCs in the same way. Therefore it can be difficult to utilize the potential of HTML messages. Some outsourced e-mail service providers have remedied this situation by enabling sales and marketing pros to send e-mail messages that can be read by all recipients, regardless of how the recipient's software is configured to display messages. The technology can combine messages comprised of text, HTML and the subset of HTML used by America Online, and deliver them to any e-mail recipient in a readable format.

  2. Be on target--Consumers are viewing spam in the same manner as telemarketing, which could result in negative feelings toward your business. Instead, encourage your current and potential customers to register on your Website to receive your company's information. Also, you can insert a section on your customer information forms that asks for their e-mail address and if they would like to receive e-mail updates on your company's offerings.

  3. Let them leave--While it may be difficult to take people off your list, this could make the difference between an unhappy customer and an irate consumer. All e-mails should have an opt-out option at the end of the message, in case a member of your list no longer wants to receive your company's information. By making it easy to opt out, it can keep your list strong and vital, and ensure communication stays focused and targeted.

  4. Take measure--What's the point of sending messages if you don't know if people are doing anything with them? For example, if you are focusing your efforts on a marketing campaign that offers special promotions, you should make sure you can measure the performance of your e-mail campaign by tracking the results. Tracking results can be difficult to do on your own; however, many outsourced providers can follow your campaign from beginning to end through traceable links in the...

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