E-mail Marketing: Communicating Effectively

What you say in the first five to six lines of an e-mail is decisive—for one thing, e-mail viewing windows often only show that many lines at a time. First, personalized greetings are an obvious necessity. Second, let customers know that they requested the e-mail and how they can opt out. This is crucial and does not pose much risk to the cataloger, as most customers will not opt out as long as they are comfortable knowing they can. Third, reach out and grab them with the most compelling offer based on their interests.