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Why is it important to use e-mail effectively with a direct marketing campaign?

E-mail says as much about a company as a catalog, Web site, or space ad. A well-written and well-organized message presents a professional image.

Using e-mail is cost-effective for small direct marketers, but sloppy or poorly written messages can cost a lot, not only because such messages waste marketing opportunities, but also because the messages will be treated as spam and the messengers as spammers. Make sure that your messages are clear and free of errors.

Plan the pitch before you write it.
Identify the main point and state it clearly at the beginning of the message.

Whether the goal is to sell a product or a service, make sure the recipient has all the information needed to make that purchase (or knows where to go to get more information).
In the case of a product, include the spec.s as well as the benefits.

Organize the information in the message to support the main point.
Delete any unnecessary information.

Identify the right segment of your database.

Make sure that the tone is friendly and appropriate.
The tone should not be too pushy or too familiar.

Tell recipients how to opt out of the mailing list.
Be courteous. Use the same size typeface used in the rest of the e-mail.

Proofread the message.
Fix any grammar, punctuation, and spelling errors.

Craft a compelling subject line.
Choose one that accurately describes the content.

Make sure attachments are attached and links are active.
If there is an attachment, make sure it is necessary. Many people routinely refuse to open attachments because they fear viruses.

Include all contact information, not just the Web site address.
Many customers still prefer to place orders over the phone and go online for information only.

A co-founder and partner of Write It Well, Janis Fisher Chan has been writing books, developing training programs, and conducting classroom training for more than 25 years.