One interesting twist on offering a contact option is eStara's Push to Talk technology that can be implemented either in an e-mail or on a Web site. Once the recipient clicks the Push to Talk link, she is prompted to enter a phone number and a time when she would like a return call from a sales or customer service agent. This information is routed automatically to your call center.
11. Don't forget to make time to test or measure
Testing and analysis take time, and time always seems to be in short supply. If you approach each e-mail as a one-time event that lives or dies based on results, you never will achieve all that you could.
A plan with specific goals will provide you with a road map to success. Testing is relatively easy in e-mail. Create hypotheses, and test to see if you're right. Build upon your previous efforts in terms of what worked and what didn't work. Your campaigns should be interconnected.
12. Don't assume offline customers would have registered if they wanted to receive e-mails
This may be true for a percentage of your customers, but there are many who simply haven't thought to sign up. E-mail appending works for many marketers who want to further penetrate their customer database. Select a quality supplier with a database that clearly is permission-based. Take the time to nurture any names with a special program.
Obviously, no one would deliberately sabotage an e-mail campaign. Consider this food for thought to help maximize your efforts.