Gavin Dunlop, CEO of Actnet, a San Francisco-based computer services company, says that email is still one of the best ways to get in touch with your client base.
According to a survey, 77 percent of people rather get marketing communications through e-mail, which easily eclipses those who would prefer direct mail (9 percent) and text messages (5 percent).
Mr. Dunlop writes that in those emails, there are a few things you should always keep in mind:
1. Keep it simple
"When it comes to subject lines, boring works best. When you write your subject line, it is best to tell what's inside, rather than sell what's inside."
2. Get by those spam filters
"Avoid using spammy keywords and phrases, and don't use all caps or too many exclamation points!"
3. Keep in touch
"Too many hard bounces are a sign of a stale list. People change e-mail addresses every few months."
4. Reorganization is key
"Make sure your subject lines contain your company name, so your subscribers will instantly recognize you."
5. Make it worth their time
"Never use e-mails to only promote and sell; use this channel to deliver relevant content to your audience. Similarly, if you don't have anything valuable to say then don't say anything at all."
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