4 Ways to Build a Successful E-Mail Marketing Strategy

By Reggie Brady

1. Learn from tests conducted by major marketers. If you include an offer in your e-mail, for example, is it more powerful to present that offer as dollars off or a percentage discount? Changing something as minor as the color of the “Buy Now” button on a landing page from blue to red can make a difference.

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Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.