E-mail Marketing: Make Your E-mail Campaigns More Effective

* Build e-mails around catalog mailings. By sending an e-mail a few days after the expected in-home date of the catalog, you both reinforce the catalog in customers’ minds and give them an additional ordering channel, said Reiser.

* Test different subject lines. Check the open rates associated with each subject line you use, said Reiser. Noted Patrick, “The word ‘free’ generates response and increases open rates, but will also cause your e-mails to get caught in spam filters. Figure out what else will generate that response for your customers.”