There are no misconceptions that e-mail marketing has planted its feet! This online marketing method covers a huge range of communications with customers and prospects.

For example, you might send a quick e-mail to a prospect confirming you received an inquiry from them. Even this type of personalized correspondence should be considered a form of e-mail marketing, while knowing the high standards you set for any e-mail campaign. This means understanding the needs of your audience, crafting an appropriate and timely response, writing in a professional voice, offering a clear call to action and checking closely to eliminate any errors.

The main purpose of e-mail marketing is to keep customers and prospects interested, show you understand and can meet their needs and motivate them to keep coming back to you.

The (From) and (Subject) are the two most important components of any e-mail you send. This is what the recipient sees first in their inbox. The decision to open or delete e-mail is based on what appears in these two components.

The (From) should be used to clearly brand your company and/or provide the name of the person from who the e-mail was sent.

The (Subject) must persuade the recipient to open the e-mail without being misleading. Writing the (Subject) is an art unto itself. A few good rules to follow are to keep it short, contain a sense of urgency or timeliness, relevancy and uniqueness.

You should also avoid using all caps or symbols as these tend to be red flags for spam filters, as are use of the words (free) and ?work at home? in the (Subject) or body copy.

Studies have shown the best time of day and day of week to send marketing e-mails is Tuesday through Thursday. The reason behind this suggests people are busy on Mondays with a new work week and on Fridays, trying to finish projects or get out of the office early. Test various times and days yourself and make your own conclusion as to the best times.

Abe Cherian
CEO, Multiple Stream Media, LLC.

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