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5/19/2005 15:18

Perfect that E-mail Campaign

Nice post from Diva Marketing yesterday on "10 Strategies to E-Mail Campaign Success." However, I'd like to point out a few additional items that Janet and I have learned courtesy of our friends at eROI:

*Never use ALL CAPS in the subject line -- it is a horrible spam trap.
*Similarly, no matter how tempting it is, skip exclamation points in the subject line too. This will also set off spam filters.
*Consider running e-mails through an html/spam analyzer to see how many spam alarm bells you are setting off. If you are working with an e-mail campaign management company, they can probably help you with this -- for instance, this is part of eROI's service. (In terms of third-party tools, eROI recommends eDiagnostix. For some additional tips on e-mail marketing, visit eROI's blog here.)

Finally, take that advice about testing subject lines seriously. Janet and I conducted a little "subject line experiment" back in February and discovered that one of our subject lines consistently gets 2-3 times the click-throughs of anything else that we try.

Now go forth and e-mail. (Responsibly, of course.)