E-mail Marketing: Herschell Gordon Lewis on E-mail Creative, Part I: Design and Marketing
* Always send yourself a sample message -- but send it in advance, not along with the bulk. Otherwise, you could wind up with such mistakes as symbols in the message, he said.
* Tying your message to actual news events increases e-mail response, Gordon Lewis said. But don’t tie it to news that ages quickly, such as Saturday’s college football scores on a Tuesday.
* If your offer is stated clearly and completely before prospects need to scroll down, he said, response will increase.
* Consider the psychological techniques for reducing the number of opt-outs, he noted. For instance, opt-outs are far fewer in e-mails to catalog customers than to other targeted groups, because catalog customers tend to be readers anyway.