Make Them Happy They Chose You

Published on April 17, 2008

Customers who opt in to your email campaigns can just as easily opt out or ignore your messages. It's up to you to keep them interested—and committed. Century21's Evan Blittner says this takes a few key steps:

Let your customers choose content. An option-heavy preference center means they'll only receive content they want to see. He says companies like Adidas, Discover Card, Nike and Tide lead the way in this tailored approach.

Get your creative right. According to Blittner, the optimal text-to-image ratio is 40-60, and it's imperative to include text in the preview pane. That way, "consumers will easily recognize the emails you send."

Don't explain the obvious. If you use a message to educate, be wary of the Duh! factor: skip the introductory course and go straight to an intermediate level.

Actively ensure your message reaches the inbox. Avoid deliverability problems by using domain name keys; learning which "spammy" words raise red flags; and building a good reputation with clean lists.

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