One of the biggest changes and growth areas in marketing over the past few years has been the development of email marketing. It is very likely that somebody, probably many people, have sent you some kind of promotional material via email today. If you are active on the internet or subscribe to a newsletter or other email communications, you are on a list somewhere. Probably many lists.

An email campaign or promotion is much like sending out a direct sales letter. It is an attempt to get the reader to respond to a call-to-action...click here for more information...download this product...subscribe to this magazine. And on and on. There are, however, substantive differences between an email campaign and direct sales.

It is estimated that business executives receive upwards of 50 emails per day, and they manage their in-box quite simply. Typically, the decision is made by looking at the Subject Line. You have a maximum of eight words (six or less are better) to get the reader to decide whether to open the mail. So, unlike direct sales, you must make your point immediately. Get right to the point in the Subject Line and don't waste time. A subject like "2 Free Magazine Subscriptions. This Week Only." tells the story and lets the reader know exactly what he will find when he opens the mail. An effective Subject Line achieves two goals: it conveys a sense of urgency, and it implies that there is a benefit to opening the email. It is often wise to write two or three subject lines and see which one works best.

Once the reader clicks on the email, you must stay on point and act fast. Your message or offer must be contained within the Lead or first paragraph. Unlike direct sales letters which can be two pages or more, emails are usually limited to one page. Also, since email is generally a casual and informal form of communication, your style should be light and conversational.

email campaigns serve numerous purposes. They can inform existing customers of sales available only to them, e.g., existing clients getting a reward for loyalty. They can inform existing clients of developments within your company or industry that may be of interest, or they can be used to generate new clients who already have some discernible association with your product or service.

Note that email campaigns are not Spam, junk mail sent to thousands of random email addresses intended to blanket a very broad audience on the hope that some will respond. That is illegal and should be avoided at all costs. email campaigns are targeted to specific groups such as existing clients, people who subscribe to specific newsletters or readers that have indicated a need or interest in receiving this information. That's the audience you want and need to target.

The final point for our purposes when developing an email campaign is that you must tell the reader exactly what to do. "Click here to renew your subscription" for example. Make it as easy as possible for the reader to respond now. WritingHelp.com can help you develop your email copy and write the Subject Line, lead, and body of your letter to obtain the best possible results. We can also help with on-line newsletters and banner ads. Give us a call to see what we can do for you.