Tricks of the E-mail Trade, Part 1; Webinar Speaker’s Tips & Guidelines

3. rewarding;

4. timely;

5. nonintrusive; and

6. take into account the “What’s in it for me?” factor.

He then offered two examples of companies using relevant e-mail messages successfully. In an e-mail campaign by Brunswick Zone, the bowling company personalized its message down to the store level, providing the nearest Brunswick Zone to individual recipients. Further making the message relevant, it offered a promotion (99 cent bowling) focused around a relevant event (the 4th of July).