Web Marketing All-in-One For Dummies, 2nd Edition
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Reaching potential customers by e-mail can be a very effective web marketing strategy. An e-mail marketing campaign can be detrimental, however, without some guidelines. Before you send your marketing e-mail, make sure that . . .

  • You have explicit permission to send the e-mail.

  • Your e-mail is CAN-SPAM-compliant.

  • You pinpoint the main objective.

  • Your From line clearly identifies your business.

  • Your Subject line prompts your audience to open your e-mail.

  • Your e-mail content is easy to scan.

  • Your headlines are short, clear, and concise.

  • Your e-mail contains a strong call to action.

  • Your images help tell the story of your e-mail.

  • Your e-mail content is relevant and valuable to your audience.

  • You've checked all links to make sure they work properly.

  • You're prepared to handle inbound responses.

  • You're sending at a time when your audience is likely to notice.

About This Article

This article is from the book:

About the book authors:

John Arnold is the author of E-Mail Marketing For Dummies and coauthor of Mobile Marketing For Dummies.

Ian Lurie is President of Portent, Inc.

Marty Dickinson is President of HereNextYear.

Elizabeth Marsten is Director of Search Marketing at Portent, Inc.

Michael Becker is the Managing Director of North America at the Mobile Marketing Association.

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