Targeted Messages:  Chop your database into smaller, segmented slices based on preferences and past behaviors, in order to make your messages as relevant as possible to each group. 

Personalize to the Max:  Don’t just segment when you can use the full power of the database to personalize e-mail content to individual name, history, likes and dislikes.

Quality Over Quantity:  Boost response rates by creating unique products,  information, compelling content, pricing or gifts. Match offer with segment.

Call-To-Action:  Your campaign’s primary objective should be to have prospects take action.  Examples include: Click to….. link to more information, buy, join, communicate with a sales representative, participate in a survey, play in a contest or refer a friend.

Sales vs. Marketing:  Many marketers think the Web is primarily a direct sales medium, rather than a multifaceted communications tool that can used to create sales activities in other channels. Decide on your objective / strategy.

Micro-Sites:  Giving respondents a micro Web site to respond to,  plus a picture paints a thousand words.

Online Off-line Integration: Use a micro Web site option for your off-line promotions. 

Measure & Report:   Tracking the actions of your customers and prospects is critical.  After deploying several campaigns you will have generated a mountain of response information to analyze. 

Click Through Analytics:  Analyze campaign response data in conjunction with Web site visitor behavior data to get a single, unified view of your customers and prospects behavior.  Track what pages prospects visited; what information they viewed, and what products they bought.