Identify Your Customers. Many companies make mistake of creating an impressive e-mail marketing campaign and only think about exactly to whom they’re going to send it to at last minute. Yet, choosing right customers accounts for approximately 40 percent of success of any marketing strategy. Get your message into right hands by using a mailing list. You can begin with your own in-house list—made up of people who have bought or shown an interest in buying from you in past, and have specifically requested to receive information. Once you’ve compiled your list success of your campaign will then depend on how you format your email.

The From Line. Think carefully about how people will react to e-mail address that will appear in from line. This address acts as a filtering devise for recipients and many will instantly delete your email if they don’t recognize person who sent it, or feel that it isn’t legitimate.

The Subject Line. Avoid using word free or save in subject line. Many Internet users have spam filter software, which they set to instantly delete any message with these words included. Use short statements that tease reader similar to those used in traditional printed direct mail.

The Headline. Begin your message with a powerful headline or lead sentence and identify benefit to recipients right up front.