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

Don’t forget to test subject lines. Subject lines impact open rates. Consider pre-testing several lists with different subject lines. Then, mail the balance of your list tests with the winner.

Do think about format. Many catalogers use a “postcard” format with a single frame. Consider a two-column design with a larger display column supplemented by a smaller, informational column. This allows you to organize your marketing content.