5 simple rules for successful e-mail campaigns

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  • Business professionals want to know how your products are made and how they are marketed. But e-mail recipients won't automatically open b-to-b e-mails. To help ensure that, you must be a trusted source of information.

  • Don't limit your e-mail to simply promoting your products or your company. Instead, treat your readers as insiders, with exclusive inside information about market trends, new processes or related products (not necessarily yours).

  • Leverage the knowledge of top executives with a survey invitation from a C-level executive at your company to provide a valuable report to the industry via e-mail.

  • Design the top left of every e-mail with the preview pane in mind. If you have a big colorful ad there, but nothing relevant to the recipients' interests, your e-mail most likely will be deleted.

  • For the mobile edition of your e-mail, include content that is easy to read and that can be scanned quickly. And include a link to the full edition of your newsletter so readers can check it out on their desktops.

    Source: Arthur Middleton Hughes, senior strategist, e-Dialog
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