Four Keys to Effective Email Marketing

News / Sunday, April 12th, 2009

One of the most important tools that you can use in your Internet
marketing is electronic mail, better known as e-mail. It helps you to
communicate with your visitors or customers easily, is extremely cost
effective, and it is much more responsive than snail mail.

You have a wide variety of email programs to choose from online.
Most programs work with a variety of internet service providers (ISPs).
Free programs like G-mail offer a host of extra features that will save
time and help you to easily organize your e-mail by filtering your
messages into specific mailboxes. Some programs also allow you to use
your own domain for your e-mail address to make  your business look
even more professional.

Writing e-mail messages sounds pretty simple, but there are important aspects that need to be managed carefully.

1) Subject line: Grabbing your reader’s attention is a very
important factor. Just because the visitor is your customer or a buyer
doesn’t mean that he/she will open your message. They should be
intrigued to open up your mail. You must be able to steal their
attention. To steal attention, the subject of your e-mail, which is the
most important part of your message, should be short, to the point, and
should provide a summary or a preview as to what your message is all

2) Format your message: You’ll need to decide which format you would
like to follow for emails. Your two main choices are between HTML or
plain text formatting. Although there has been a lot of controversy on
this, a text message is the better option. The reason for this is that
not all your readers will be capable of viewing your e-mail messages in
HTML format. But even then, if you want to go for HTML messages, the
best way to accommodate all your readers is to create two versions and
allow them to make the choice themselves. HTML is becoming more popular
and offers a richer graphics experience for your readers.

3) Line length: Some e-mail programs do not have the feature of
automatic text wrap. So, even if your message looks pretty good to you,
it is very possible that your e-mail recipient may receive your message
as one long sentence, which looks unpleasant. So, as you start writing
your e-mail message, you should keep this in mind that your line length
should be limited to under 65 characters per line.

4) Linking: When you place a web address in your messages, some
e-mail programs automatically create live links with web addresses
starting with ‘www.’. However, some e-mail programs are able to create
live links only when the web address begins with ‘http://’. Therefore,
you should always include the full URL beginning with http://.  When
you are including an e-mail address within your e-mail message, you
should always include ‘mailto:’ directly in front the e-mail addresses.
This will enable most e-mail programs to create a live e-mail link.

Try to keep your web addresses short, so that the URL doesn’t get
divided into two different lines, which may cause only a part of the
web address to become a live link. Your goal is to make your links
easily clickable so that your messages are an interactive experience
that deliver results for you and your products.

As you become increasingly comfortable with email marketing, you may
want to use an autoresponder to automate your email campaigns.
Autoresponders allow you to build a list of email subscribers who
receive your messages based on a schedule that you design. Once your
schedule is set, your autoresponder stays in touch with your
subscribers 24 hours a day, seven days a week with no further  action
required from you unless you choose to send special messages from time
to time. My personal favorite is Aweber.
It’s what I use for my free and paid email courses and all my targeted
customer lists. You can try it risk-free for 30 days. You’ll find it’s
the autoresponder of choice for most serious internet marketers.

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