Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

122 BUSINESS-TO-BUSINESS INTERNET MARKETING
Use the subject line of an e-mail appropriately. The subject line is
like teaser copy on a direct mail envelope or the headline on a
print ad—it could determine whether or not the recipient reads
the e-mail. The subject line should be a few words of intriguing
copy, but it should not mislead the recipient or misrepresent the
content of the e-mail.
E-mail is short-form communication, except for the e-mail newsletter
format. Paragraphs and sentences in e-mail should be short
and concise. E-mails should generally be no longer than 500 words.
E-mail is still primarily an informational vehicle. Some readers
may react negatively to overuse of very promotional language.
You need to be careful with tone, because e-mail comes across as
flat copy without graphic signals to emphasize certain words or
phrases. For example, anything in CAPITAL LETTERS is usually
seen as SHOUTING when used in e-mail. Avoid overuse of exclamation
points. Don’t oversell. Make use of good direct marketing
copywriting techniques, such as incorporating a call to
action into your e-mail, but be aware that all words may appear
the same. So, using larger point sizes, bolding, underlining, or
italicizing will not necessarily be seen.
Send e-mails “raw”—do not format the text, change fonts, or use
attachments, tables, graphics, or artwork. E-mail campaigns
should be designed for the lowest common denominator, which
today is plain text only.
Use e-mail to drive recipients to specific Web pages with more
information or to reference your Web site. It is very likely that
individuals with an e-mail address will also have Web access. You
can embed a link to your Web site in an e-mail, but some readers
may not be able to access the link directly through their e-mail
programs, so spell it out.
Test e-mail, just as you would direct mail. Consider testing lists,
offers, copy length, and text vs. HTML and rich e-mail. You can
even test methods of response, determining whether e-mail recipients
prefer to go to Web pages or make phone calls. The rea-