Increase Response to Your E-mail Campaigns

5. Test content. The best content is the message that gets your customer to click through to your Web site. But what that content should be depends on your customers and what they want.

Zimet notes his customers visit his company's Web site not just to purchase, but to get information about the latest electronics and technology. But prior to 2005, Crutchfield's e-mail campaigns always had been promotional, simply letting customers know what products were new or on sale.