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209Chapter 13: Mailing Direct to Your Market

• Create a subject line that alerts recipients that the message is
aimed specifically at them. For example, Calling All Sausalito Mac
Users is far more targeted than Closeout Computer Prices.

ߜ Limit your message to ten lines if possible. Rather than making a com-
prehensive sales presentation in an e-mail message, link the consumer to
your Web page or invite the consumer to request your electronic
newsletter. This allows you to offer far more information — to an already
engaged prospect.

ߜ Write your e-mail so it can be quickly scanned. Rely on an attention-
getting subject line, a great opening sentence, and a P.S., which is nearly
as important in e-mail as it is in hard-copy direct mail letters. Eliminate
long blocks of text in favor of three- to four-line paragraphs, separated
by double spacing to create white space. Use dashes or bullets to create
easy-to-scan lists.

ߜ Include an e-mail signature file at the end of every message (your e-mail
Help function will provide details for establishing a signature). Use the
signature to present your business information, physical address and
phone number, Web site address, e-mail confidentiality statement, and
promotional information such as a newsletter subscription invitation.

ߜ Write your note in plain text. HTML lets you add graphics, formatting,
color-coded text, and clickable links, but about half of all recipients
prefer to open plain-text notes. Also, on mobile phones or PDAs, plain
text is easier to interpret and download. HTML is especially effective,
though, for newsletters. When recipients subscribe to your newsletter,
let them choose which format they prefer to receive.

Few marketing arenas are less tolerant of intrusion than the e-mail in-box.
Tread cautiously and build successful relationships.