E-mail Marketing: What Works Now

But by no means are you limited to one goal per e-mail. FloNetwork’s Brady says that every message should encourage more than one action.

Her rule of thumb is to place three distinct offers in every message. J. Crew may use the week’s lead product, say, a new line of pants for spring, as the meat of the e-mail. But in case that doesn’t entice customers to visit the Web site, the company offers an accessory that complements the main product and perhaps a winter clearance offer, too.