5 simple rules for better e-mail marketing

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Test subject lines. Test in real time to determine the right subject line for any specific message at a given moment. It's dangerous to always use one subject line; it will quickly age.

Socialize your e-mail. Incorporating social components can easily and effectively expand the reach of your e-mail program. In addition to adding a “share” link to your e-mails, include content that is compelling and viral in

Don't say too much. Recipients spend a minimal amount of time viewing your e-mail. Don't make them copy-heavy. Do make headlines obvious and succinct.

Watch subscriber engagement. Recipient behavior differs. Some open, others click through, others never engage. Get a clear picture of recipient use and interaction to plan content and frequency.

Say thanks. An initial welcome message is a perfect way to say thank you to a new subscriber. You'll also want to signal upcoming frequency and add-to-address-book details.

Source: “22 Quick Tips for Better E-mail Marketing,” StrongMail Systems, 2010

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