E-mail Marketing: What Works Now

Wardell cautions against beating a dead subject line. “Eventually you answer your own question” about what works, he says. Don’t waste time tweaking.

Identify Goals

Do you want to boost click-throughs and sales, or are you trying to bolster your company’s brand image and develop a dialogue with customers? Wardell says the majority of his catalog customers have sales as the goal of every customer communication. Remember, e-mails can serve as a wonderful relationship-building tool. Wardell points out that the relevancy of each communication keeps customers interested. Even if they don’t buy, they remain loyal.