All too often e-mail marketers make mistakes that can easily be avoided with an understanding of the subtle differences between postal and e-mail campaigns.

In the postal world, there has evolved an area of expertise in the design of direct mail pieces. Consultants regularly tout their success in developing “controls” – mail pieces with a proven track record of high response.

Unfortunately, the e-mail world has some catching up to do. A committee often designs e-mail messages, generally with less than ideal results.

The key to developing an effective e-mail campaign is to remember that everything about your e-mail copy should be focused on one objective – getting the recipient to click through to your landing page. Everything else, including branding, product details and awareness, is secondary.

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