4 Ways to Build a Successful E-Mail Marketing Strategy

By Reggie Brady

2. Know how different systems will display your e-mail messages. Some may mangle your messages, rendering them completely useless. Understand what you can do to make sure this doesn’t happen. Hint: Yahoo, Hotmail and Gmail present problems, but Outlook 2007 is a real challenge!

3. Gain insights into how easy it is to make your e-mails more relevant and generate sales. Marketers can recoup up to 15 percent of sales by sending e-mails to consumers who’ve abandoned shopping carts on their sites. And, when customers do place orders, send confirmation e-mails to cross-promote other products.

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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.