Continued from page 1
When you create your e-mail campaign, you have to decide who your target audience should be, and craft your message to that audience. The more focussed your target audience is, higher your chances of getting your message over. Purchasing e-mail lists from on-line sources is not a way to go here. While Iím sure there are some reputable vendors of this information, I certainly havenít found them.
Our sources are usually taken from information we have gathered from our web-sites. At least that way we know that there is some degree of interest, and weíll be discussing how you capture that infomation in a later article.
Next - you have to get through junk filters. The first rule is that you send one e-mail to one person. If you have to buy software to enable you to do this, then go ahead, but fastest way to kill a program is by sending one e-mail to multiple recipients. I wonít guarantee success with any campaign - but by breaking this rule - Iíll guarantee failure.
The next obstacle is to attract attention, and here is where your subject line comes in. You probably have a total of 40 characters to get your message across and make someone want to open that e-mail. There are two things that you need to do here - firstly you have to identify your organization and second is to show WIFT (whats in it for them). Short and sweet - once you get person to open e-mail you are more than half way home.
We will continue this later
Lee is one of the principals at Spinnaker Systems which provides Web related services to the small business owner. Lee can be contacted at firstname.lastname@example.org and is a regular contributor to the Spinnaker Blog