1. Maintain a healthy database
* It must be Opt In
* Remove all records where no firm Opt In exists
* Rented lists will be half as effective as client data
* All recipients must be able to unsubscribe with One Click - No if’s or buts - One click
* Be ruthless in keeping the data up to date
* If you have physical addresses, check the data for movers etc
2. Have Clear E-marketing Strategies with relevant content
* Discount offers
* Product or service information
* Competitions
* Brand awareness
* Drive web traffic
* Customer acquisition
* Customer retention
3. Relevant creative content
* Reflect the look of the web site
* Relevant to audience - look and feel
* Ensure Relevance to recipient
4. Right Format and Delivery
* Don’t be tempted to use Outlook, Lotus Notes or other SMTP email systems
* Select your email broadcaster carefully
* Do they test your email for spam filtering before sending
* Create a plain text version of HTML
* Do not send HTML out with 100% graphics
* Ensure they automatically suppress removes
5. Frequency and Timing
* Not more than monthly unless you have daily changing stories
* Think about the optimum time of day
* Forget Saturday - Spam day
* Pick times when the recipient PC is likely to be in use
* B2B is different to B2C
6. Measure Performance
* Get the reports once the campaign has been sent out
* Reports should show numbers of sends, bounces, opens, and times
* If stats show there are weaknesses look for the reasons
* Try altering time of delivery, offering, day in the week