E-mail Marketing: Communicating Effectively

#3 Brand everything.

A generic “WIN CASH PRIZE” subject line may net click-throughs but it is just as likely to result in your company being flamed (being inundated with messages from angry anti-spam Web users)—particularly if the reply-to address hides your identity. Branding is crucial for opt-in e-mail. Remember, consumers look forward to receiving e-mail from friends, who are easily identified by their addresses.