Opt-in/permission-based e-mail marketing is fast becoming the preferred method of communicating with and selling to customers and clients. According to a Nielsen/Netratings report conducted in January 2002, an estimated 173 million Americans, roughly 70% of the US population, are on-line users. Opt-in e-mail marketing often takes the form of an eNewsletter, because it has the advantages of not appearing to be strictly self-promotion and advertising. Here are five factors that we think lead to an effective email campaign:

Simple and Clear Meaningful Message Call to Action Trackability Inspire Loyalty

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The Prestonwood Baptist Church of North Dallas, Texas, has begun using Internet Mail Manager to distribute a range of publications to its members and other interested parties. With a membership of nearly 20,000, Prestonwood sends notifications and invitations to various church-sponsored events, as well as general information about the church and its developments. The response rate to these mailings has been "amazing", according to their Director of Internet Services, who also uses Internet Mail Manager for inter-office communications.
Prestonwood takes advantage of our dynamic grouping features, allowing subscribers to exist in multiple groups. Subscribers can subscribe and unsubscribe from individual publications, ensuring that they receive only the information most pertinent to their interests and activities. They have also added our subscription link to the Prestonwood website, allowing visitors to the site to instantly subscribe to their desired publications.

Several new features have been added to Internet Mail Manager to improve the management and tracking of your subscribers' activity.

• Forward Link - When you set up the Subscribe and Unsubscribe links for your email, you now have the option of including a Foward link. Before, if one of your subscribers were to manually forward one of your emails to another person, you'd never know about it. Now, your readers can use the Forward link, and the system will capture a complete record of the event: what was forwarded, who forwarded it, and who received it.
• Subscription/Attrition Report - This new report tracks the number of readers that subscribe and unsubscribe from your service, broken down by week. Included in this report is the account's attrition rate, which measures the unsubscriptions of your web registrants.
• Custom Subscription Questions - When creating a registration form for your subscribers, you can now create custom questions. Write questions to capture information specific to your customers and clients that you can use later to personalize or regroup your subscribers.

Have an idea for a new feature? Need helping using an existing feature? Contact us!