Session Attendees Get E-mail Advice

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NEW YORK -- Ask permission and clean regularly sound like a mother's advice, but they were among the e-mail tips offered during a session yesterday at the DMD New York Conference & Exhibition at the Javits Center here.


Session speakers were Michelle Feit, president of E-PostDirect Inc. and Stevan Roberts, CEO of Edith Roman Associates Inc.


They stressed the importance of making sure e-mail lists are permission-based, cleaned regularly, highly segmented and have good roll-out potential.


As for the e-mail message itself, keep in mind that the recipient only sees the top third at first.


"That is what we call the prime real estate," Feit said.


Make sure to include the offer, the benefit and the call to action.


Other "Top 20" tips from Feit and Roberts included:


· Don't spam.


· Make it easy to opt out.


· Personalize.


· Customize content.


· Build an e-mail database.


· Monitor what's working for you.


· Track all links.


· Test everything.


· Make messages interactive.


· Don't use attachments.


· Create a follow-up process.


· Timing is everything.


· Use a recognizable from line.


· Honor opt out quickly.


· Don't send duplicates.


· Identify yourself in the opt out.


· Make contact easy.


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