How to Use E-Mail as a Web Marketing Strategy

By John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

Part of Web Marketing All-in-One For Dummies Cheat Sheet

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.