| Email is one of the most popular advertising tools | | | | downloadable file, a quote request or another email or |
| available today. Many marketers, from banks and | | | | phone call in response. |
| mortgage companies to electronic and cosmetic | | | | Creativity is very important to retain the reader's |
| companies, are using email advertising to further their | | | | attention. Clichés should be avoided, as they |
| businesses. The Internet has become a very good tool | | | | look too familiar to the reader. Too many links and |
| for marketers and buyers alike. It is the cheapest, | | | | URLs in the message may also confuse the reader. |
| fastest and most efficient way to get a message | | | | Describe the exact page where the link is likely to take |
| across. Email advertising has thus become a very | | | | the reader when clicked. The use of audio files is also |
| important part of the marketing mix. | | | | another attractive option, but make sure the audio is |
| Email advertising campaigns, just like traditional | | | | clear and in the right place. The most important thing to |
| advertising, have to be very attractive to grab the | | | | remember is that only solicited mails are likely to be |
| viewers' attention. It is very easy for a person to | | | | opened by recipients. |
| ignore an email advertisement, since most users sift | | | | The return on investment (ROI) from an email |
| very fast through their inboxes without even glancing | | | | advertising campaign can be complicated to calculate. |
| at any subject line that looks even remotely like an | | | | Each email may cost anything between 15 cents to 40 |
| advertising mail. Hence, email advertisers have to | | | | cents. If the click through percentage is around 10% |
| make the subject line appealing so that it prompts the | | | | and the purchase percentage is around 1%, then the |
| person to at least click on it. The subject can contain | | | | minimum cost of each sale would be $0.15/ (10% X |
| the name of the company or product, as this will be | | | | 1%), which comes to $150. If the email cost is higher, |
| more familiar to the recipient. Within the message, care | | | | the cost of each sale would be much higher. There |
| should be taken not to make the mail look like a spam. | | | | are many companies that specialize in email |
| Usage of too many exclamation marks, "$" symbols, | | | | advertising campaigns. Suppliers can take the help of |
| capitalized sentences and other funky gimmicks may | | | | these companies or they can even design their own |
| put off the recipient. Ideally, the message should trigger | | | | email advertising campaigns in-house. |
| an action, like linking to another URL or an easily | | | | |