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The Digital Revolution by Alan Charlesworth

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Marketing through E-mail

Despite the influx of spam that arrives in our e-mail inboxes everyday, direct marketing using e-mail still gives the best ROI of all digital marketing.

Preparing e-mails

Lists of e-mail addresses can be rented from agencies, but it is better to develop your own from customer lists, sales enquiries, or competitions and prize draws. However, it is essential that anyone you contact gives permission for you to e-mail them.

The e-mail marketer must work hard to elicit a response from the reader. The first obstacle is that only two lines of your e-mail are visible in the reader’s inbox: the subject line and the sender’s details. The sender may have some influence but the subject line is key. If that short message is attractive, ...

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