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

* Don’t ask for too much. People are often reluctant to hand over too much information about themselves too quickly. “All you really need is a name, an e-mail address and a ZIP code,” said Baggott. “You can find the rest through a data-appending service.”

* Personalize your e-mails. E-mails containing content relevant to the customer can increase dramatically response to your campaigns, noted Baggott. “According to a study by DoubleClick, seven personalized substitutions in an e-mail can double its effectiveness,” he said. To make things easier, he said, dynamically generate your e-mails based on everything you know about your customers: what they’ve purchased before, what they’ve viewed on your site, or even where they’re located geographically.