Techniques That Get Your E-mail Opened

STEER CLEAR OF SPAM. A good starting point for establishing your e-mail marketing practices is to visit the Responsible Electronic Communications Alliance (RECA) Web site at www.responsibleemail.org, and review its principles. This alliance of leading members in the interactive marketing industry, including 24/7 Media, ClickAction, Yes!Mail and Bigfoot Interactive, has developed and proposed “best practices” for companies conducting online marketing. The alliance’s goal is to establish new standards to make online commerce an easier and less time-consuming experience for ‘Net users, while protecting their privacy. These principles should form the playbook for your e-mail marketing strategy.