Remember there is no such thing as a dumb question. But we've all seen and heard loads of dumb answers. Be sure yours do not fall into this category. It's just plain bad business.

If you have been careless with your email, and have been breaking any of above rules, begin following them now. It can do wonders for your bottom line.

Simple Rules That Matter

As spam is an ever increasing problem for most, be sure your message stands out clearly.

> Use your name in From field, followed by your email address in angle brackets. Bob Jones

> Be sure first three words in Subject field get right to point. Often full subject is not visible.

> Address your message to a name. If you don't know it, visit site. If recipient does not see their name, they may not even open message.

> Get to point in first line of message. Even a busy reader who doesn't recognize name or doesn't find subject revealing, may read first line. But that's as far as he or she is going to go, unless you have grabbed attention.

Sig Files

If you're not using signature files, start now. They can draw visitors like crazy. In fact create several. Append one most appropriate to end of current message. Both Pegasus and Eudora do a fine job in this.

Writing Skills

If you are weak in this area, you have only two choices. Outsource task (which can be expensive) or figure a way to handle it. Content of an email message may matter more than that on your site, for it's personally directed.

What works for many is to create boilerplate. Answers to commonly asked questions prepared ahead of time. Create a complete answer acceptable for each question you have seen repeatedly. Include more information than most will need. That is, try to anticipate all possible twists people may add to question. Ask a friend to edit for you. Or pay a pro.

Then tuck it away into a .TXT file, to be copied as needed in a reply. Or use a program such as ClipMate. It greatly simplifies this task.

You may need to add or edit a bit to get your prepared text to really fit way question was asked. But with practice, this is not difficult. One approach is to give a simple, brief answer to question asked. Then add, "I've appended further information."

Put Email To Work For You Now

Email is a revolutionary tool. A grand leap ahead in communications. But "communicate" has two sides to it. You need to accurately state your message. And person who receives it needs to understand it. Quickly and easily. Else there is no communication, and no point in having sent it in first place.

While some big outfits can afford to ignore email, a small business can not. Handling email effectively is fundamental to online success. Few succeed without embracing this need. The potential value of a single hit is simply too great. You can't afford to toss even one opportunity aside.

Tactic Five: Build Your Own Mailing List. One of most important parts of our strategy is to build your own opt-in list of customers and prospects. Over time, this list will become a serious source of revenue, and a vital strategic asset for your business. It costs little or nothing to mail to your own list, and sharing your knowledge through a newsletter will help you build a loyal following.

Tactic Six: Never Stop Testing. You should always be testing, making small changes to your ad, your offer, your website, maybe even price of your product, to find right combination. It's not uncommon to double or triple total conversion rate over course of a 3-month email marketing campaign. Little gains add up to big profits over time.

Tactic Seven: Offer A Well Targeted Bonus For Responses. It's often helpful to offer a free bonus in your e-zine ads, as an incentive to respond. Be mindful of what you're offering, though. After all, if you give away $10,000 anyone will respond. On other hand, an offer of free Palm Pilot software will only attract people who own Palm Pilots. Use your bonus to target people you want to respond.

While these seven tactics are a good starting point, it's impossible to reduce email marketing to a single 600-word article. A good starting point for more information is About.com guide, at http://email.about.com/cs/emailmarketing

I wish you success.