Program Your E-mail Marketing
To develop a truly successful e-mail marketing program, you need consistency. Consistency is what makes an e-mail message anticipated, recognized and valued.
Content should be similar in style, tone and subject matter from campaign to campaign. Consistency in the frequency and timing of your messages also will help establish regularity for programs.
Once you develop a plan for your communications, stick with it. When you build a consistent schedule, readers' familiarity with your messages will also increase. A consistent template and subject line will increase open rates, because your message is instantly recognizable.
If correctly executed, e-mail marketing can be a highly effective and cost efficient medium. Starting an e-mail program is a great way to build your brand and increase sales with constant exposure to customers and prospects.
Tricia Robinson is vice president of marketing communications for Socketware, an e-mail marketing provider based in Atlanta, GA. She can be reached at firstname.lastname@example.org.