E-mail Marketing: Best Practices for Effective E-mail Marketing

So how do you get customers to sign up for and respond to your message instead of your competitors? Baggott offered the following best practices for catalogers looking to expand their e-mail marketing universes.

* Tweak your Web site. “If e-mail acquisition has tapered off on your site, rethink the way you ask for customers’ addresses,” said Baggott. Use cookies to track where your customers travel on your site. If a customer hasn’t given you her e-mail address, what pages did she visit and what items did she view? Use that information to create landing pages for return visitors asking for their e-mail addresses in return for information relevant to their interests.