Don’t cringe at the thought of e-mail prospecting

By Reggie Brady

Online marketing firm eROI (www.eroi.com) found that free shipping in the subject line is the No. 1 motivator for getting recipients to open and respond to e-mail.

Yes, you’ll sacrifice some margin. But, think about the lifetime value of your catalog customers. It’s a small price to pay to open up a new marketing channel and develop business.

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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.

E-mail Applied: The Time is Right for E-mail Prospecting