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 Web-based 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.
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Source:http://www.dummies.com/how-to/content/tips-for-using-email-in-web-marketing.html
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