If you’re using e-mail as a way to generate leads, there are several things you need to keep in mind to take advantage of this medium. Larry Chase, president of Chase Online Marketing Strategies, reminds us what they are.

  1. Use images wisely. Some e-mail clients hide images by default. If you have important information in your images, it’s a good idea to repeat it in text somewhere else in the e-mail.
  2. Learn to work around the preview pane. Some of your readers may view your e-mail in the preview pane rather than opening it in a full screen, Chase writes. The meat of your message should appear in the first few inches of the e-mail.
  3. Stay focused. Don’t try to cram more than one message in your mailing. By adding more than one offer, you’re forcing your reader to split his attention, Chase writes.
  4. Give them something they want. Think about what your audience is looking for, Chase writes. If they want information, make it available; if they’re looking for a specific product make sure they know they can come to you to find it.
  5. Avoid “landing page disconnect.” When readers click a link in your e-mail they should land on a page designed specifically for them. If you want to include other offers on this “landing page,” do it below the offer advertised in the original link.
  6. Don’t depend on clickthroughs. Well, at least not by themselves. As Chase points out, some keywords will get more people to click on them, but won’t compel them to take any action, while others won’t inspire a lot of clicks, but will be great for conversions on those who do click through.
  7. Get to the point. Make sure your message is relevant. Chase quotes fellow marketer Mac Ross, who said, “An irrelevant pitch is junk mail. A relevant pitch is a good deal.”
  8. Test yourself. Send your e-mail to yourself to see what your readers will see. Try it out in different e-mail clients, including Outlook and Web mail programs and look for what stands out.
  9. Get help from your competitors. Maybe not directly, but take a look at what they’re doing. If they’re sticking with the same methods, it’s probably working. But, Chase notes, it’s important to take a long-term view of the competition.
  10. Make new rules. What works for one advisor may not work for another. Following good advice is wise, but if you follow it too closely, you look just like your competition.