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

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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-
Generating and Qualifying Leads with E-mail 123 son for testing is to see what works and to continuously refine your efforts so that you increase response with every subsequent campaign. Use good sense in executing e-mail direct marketing. Integrate e-mail appropriately with other techniques in your direct marketing lead generation programs. Be sure you use e-mail wisely. Build your own e-mail list and keep it current with the addresses of individuals who give you permission to communicate with them via e-mail. Do not use unsolicited e-mail. Test opt-in e-mail cautiously. Respect the privacy and needs of your target audience.
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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