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Opt-in e-mail newsletters can help keep product offerings and your catalog brand in front of customers. Here’s how to set up your program.
• Design for all major e-mail readers. “Our test users were almost evenly distributed between AOL, Hotmail, Netscape Mail, Outlook and Yahoo! Mail,” Nielsen says. “It’s also common to find people using Eudora, Lotus Notes and mainframe systems.” Given that each of these e-mail readers has a different way of displaying e-newsletter content, filtering spam and other idiosyncrasies, the safest bet is to preview your e-newsletter design on each type of system, Nielsen recommends.
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