Printer's Tip

e-mail marketing best practices

Whether you're just getting acquainted with the digital publishing world or are already fully engaged, it's never too late for a quick refresher course for your e-mail marketing campaign. Bronto, a leading e-mail service provider, offers seven e-mail marketing tips to keep your messages current and effective. Below is just a sample from the whitepaper, "Seven E-mail Marketing Refreshes", but you can see the entire list and check out other e-mail marketing whitepapers at www.bronto.com.

1. Don't forget the basics such as the subject line, which can possibly make-or-break the campaign. For example, if the subject line is not compelling, readers likely won't open the e-mail. If you use SPAM-inhibiting words such as "free", your message may by-pass the inbox altogether and be sent straight to the SPAM folder. Also, make sure your subject line prefaces what the content of the e-mail is actually about.

2. Grow an organic mail list by putting a strategically-placed opt-in button on your website and make it easy for subscribers to join. The easier it is to join (requiring minimal information that doesn't take a lot of time to complete), the more subscribers you're likely to get.

3. Always make an effort to provide information that is relevant to your subscribers by segmenting your list (if necessary) to appeal to a certain crowd, and remember that timing is important. If your messages are coming too frequently, you may start to see your open rate drop.

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