Don’t cringe at the thought of e-mail prospecting

By Reggie Brady

Do include images, but make sure there is plenty of copy to support the graphics. Make sure to use ALT tags to name your images. Hosting the images on your Web site also may help defeat some of the filtering systems.

Do keep your message short. The ideal length is about a screen to a screen and a half. Recipients may not be familiar with your brand and will not have the tolerance to scroll and scroll to learn more.

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Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

E-mail Applied: The Time is Right for E-mail Prospecting