Do Business Well

David Mill, of specialist e-marketing agency MediaCo (www.media.co.uk), gives these best-practice guidelines for e-mail copy: You can read more detailed advice by David on copywriting and all aspects of online marketing in his book Content is King, which is also part of the E-marketing Essentials series (Mill, 2005).

Body Content

You have some 10 seconds to grab the attention of recipients after they have opened the message. Therefore, the content should: Continue Reading »

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Finally, this is a checklist of what to avoid in the subject line:

• Make sure the subject line is not too long. If you leave the best to last, the offer may be truncated.
• SHOUTING!!! Shouting is using capitals. It looks unprofessional. Worse still, it is often associated with spam — and spam filters stop e-mails with too many capitals in the subject line. Exclamation marks are not a good idea for similar reasons!!! Some capitalization can work — for example, just on the first word or on the first letter of each word.

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The target audience for this newsletter is marketing professionals and students. When it was first launched in autumn 2001 it was e-mailed to Chartered Institute of Marketing members (www.cim.co.uk), plus a proactive list of marketing professionals and an AP list of subscribers to the Marketing Managers’ Yearbook (around 15 000 in total).

The execution involved a first mailing to the full list. A reminder was e-mailed a fortnight later to those who had not subscribed. Continue Reading »

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