Secure & Retain High-quality E-mail Lists

Personalize e-mails but don’t use the person’s name in the subject line, which often is indicative of spam.

Put in each e-mail multiple links (say, three) to your Web site. An optimal method: Send a customer who previously bought, say, jewelry, to the jewelry pages on your site.

When you send e-mails can impact click-through rates. Most marketers achieve their best results from e-mail campaigns sent Tuesdays, Wednesdays and Thursdays. It’s assumed that many online customers shop from their computers at work, which are more likely to have faster Internet connections than home-based, dial-up modems.