is the most popular online activity for personal and business purposes.
Properly handled e-mail communications solidify and bring together all
other aspects of online marketing endeavors. E-mail should be
respected as a primary factor in the success of an e-business.
According to Juniper Media Metrix, e-mail is used by 96% of the people
online. E-mail marketing in its purest form is interaction, speed,
and communication. No other medium has the power of communicating
with existing and potential customers like e-mail.
venturing into the Internet Commerce world should expect to participate
in e-mail marketing in the following ways:
is an information, communications, and marketing tool, which in itself
explains why e-mail is so vital to businesses desiring to succeed online.
With the emergence of marketers searching for ROI (Return on Investment)
from their marketing efforts, email marketing could be the answer.
E-mail can be prepared and mailed to many recipients, like traditional
mailings, but e-mail has a few advantages over the traditional mail
channel e-mail management (responding to incoming e-mail messages):
Responses from company employees to customers, potential customers,
vendors, and related businesses.
Publishing pre-formatted messages sent via autoresponders (mailbots)
in response to incoming messages/requests.
approval or denial notifications to customers (generally automated)
to Forrester Research®, the Internet is expected to generate 112
billion more messages than the U.S. Postal Office in 2002. While
this may be true, companies need to be aware of the damage they can
do to their reputation if they allow e-mail messages to be sent from
the company unprofessionally:
Less expensive to generate
Can be directly targeted to groups who have interests in the subject
matter through company Internet research and opt-in lists
huge untargeted mailing lists that are often sold and masked as
"large numbers of potential customers for pennies." Randomly
generated mass lists of e-mail addresses generally result in delivering
grammar, unplanned formatting, and lack of company standards on
corporate e-mail distribution.
The two explained: 1) Traditional mailings to the masses
are generally done based on geographic segmentation variables.
On the Internet, psychographic segmentation is the primary key to
successful targeting, which is why sending to the masses becomes more
complicated. Definitely reaching large numbers of targeted customers
is what marketers want, and there are ways to do it professionally,
ethically, and effectively, utilizing e-mail. E-mailing lists
need to be generated following research and gathering consumer and
customer preferences. 2) Companies spend millions every year
selecting the right letterhead to present the right corporate image,
yet few spend time generating company policies regarding e-mail.
must make sure that they are generating positive, professional, desired
e-mail messages. To be professional, companies need to plan
e-mail into their marketing strategies.
"e-mail campaign" is a relatively new term in the sense of business
terminology. As recently as 1999, only a few corporate
marketers acknowledged email as a factor of their marketing campaigns.
At the time the Internet was new enough that businesses were in the
infancy stage of emerging into online corporate presences, and to
many e-mail was a way of personally communicating with friends and
co-workers. Companies are since realizing that e-mail is more
than a method of personally communicating but a way for corporations
to personalize communications. Today, the majority of
corporations include e-mail as not only a portion of their marketing
campaigns, but as a key player. E-mail is used for B2B (Business
to Business) and B2C (Business to Consumer) marketing endeavors.
Failing to plan an e-mail marketing campaign is, as the old cliché
says, planning to fail.
are companies including e-mail in their strategic marketing planning?
As with any element within a complete corporate marketing campaign,
traditional and/or Internet based, target audience should determine
what actions are taken. Here are a few examples of what other
companies are doing to integrate e-mail into their success plan:
Companies use opt-in e-zines/newsletters as a way of generating continual
contact with site guests. E-zines are also profitable due to
sold advertising within the e-zines themselves. Site guests
opt-in (sign up to receive) e-Zines/Newsletters so they can receive
up-to-date information on a subject of personal or professional interest.
Education and professional information on particular topics are what
persuade subscribers to request the e-zines and provide their e-mail
addresses. Once a site guest becomes a subscriber, the company
has increased chances that the subscriber will become a customer.
Customers generate income and companies can learn much more about
who is visiting their site through personal information voluntarily
given by the customer. Personally-identifiable information is
valuable to e-marketers for traditional marketing purposes:
target audience research.
should always provide a way for site guests to opt-out of further
e-zine mailings. Opting-out is generally provided through
a simple mailto: link with a subject line of "Remove." Companies
should honor requests for removal if they desire to continue with
a professional image. E-zines are available in topics from
automotive to medical to computer programming, and yes, even in
marketing. The topics for e-zines are as vast as the topics
for print magazines.
are a few examples:
offers an e-zine featuring "jokes, tips, news, golf business strategies,
industry news, links to free golf products and more." Their
e-zine, The Golf EZine,
is delivered to inboxes semi-monthly. Of course, the e-zine
is targeted to golf enthusiasts and professionals and strictly
features golf-related news, products, and issues.
is a site by Michel Fortin, PhD. A professor of e-Commerce/e-Marketing
topics in Canada, Michel's site and accompanying e-zine, the Profit
Pill are devoted to information geared to needs of
sends out a nightly e-zine from WashingtonPost.com
that updates politically-savvy individuals on electorial campaigns
and political issues. Site guests can register and receive regional
information, distributed by zip code, provided by the registrant
(an example of incorporating geographic segmentation into the
online marketing mix). Information on the site is
available for both local and national politics.
offers the World Wide Business Connection
monthly e-zine. The e-zine is filled with "exclusive finder's
fees opportunities worldwide, business financing, offshore banking
news, joint venture opportunities, import/export contacts, commodities
and international real estate investments worldwide (available/wanted)
each month." This particular e-zine is not free; it costs
$60 a year to receive the information.
responses personally sent by employees
Companies with established policies on e-mail correspondence recognize
the value of consistency in corporate representation and image.
policies can include, but may not be limited to the following:
Standard rules for subject lines:
E-mails must be sent from a company server so that all correspondence
by employees for and in behalf of the company are sent to recipients
from a valid company e-mail address. Or employees must exhibit
the ability to set up a mailing using outside mail servers that
appear to be coming from within the corporation. In other words,
if Jack wanted to send an e-mail from home to a business client,
he would need to know how to configure his mail settings so that
the e-mail was sent from Jack@companyname.com instead of Jack@athome.com.
Signature file (textual business card at the bottom of the e-mail)
is included with proper formatting.
E-mails must be grammar and spelling-error free. The professional
image of the company is on the line with each e-mail sent from
employees to the outside world, which corporate marketers are
Some companies require in-house training on company e-mail procedures
and standards prior to allowing employees computer access and
issuing e-mail accounts.
Line length standards. Some companies require that the longest
character line length be 65 words, to ensure consistent formatting
when the file arrives in an inbox, regardless of the receiving
mailserver and e-mail software.
Written in second person
Initial caps or standard sentence format
Omit the period unless complete sentence is included
Straightforward regarding content
Simple, not wordy
Clearly stated reward or benefit, when applicable
and Sales approval/denial messages
are messages set up to be delivered instantly for given occasions.
Messages are generally sorted and distributed based on the incoming
mailbox. For instance, when an e-mail is received by the
address firstname.lastname@example.org, a preformatted email
is returned with information generally thanking the site guest
for the inquiry, reinforcing the importance of positive customer
service to the company, and a time frame in which a real-live
person will respond.
The system may also be programmed to return a "smart response"
autoresponse. The smart response is a fairly new
technology designed to scan the e-mail for keywords and then attach
an autoresponse e-mail with an electronically-guessed response
to the individual's inquiry. The responses are prewritten
by employees and distributed into a database for the smart
response system to scan and import into the e-mail.
marketers should be aware that smart response systems have
been known to frustrate site guests as much or more than they
help. Smart response systems need to be fully tested prior
to deploying to the web environment for public use. If a
smart responder is instigated by a company, recommendation
is given for the company to also include an expected time frame
for the site guest to hear from a real-live-actual-living-breathing
When sales are attempted, autoresponders are sent to site guests
with either approval or denial messages. When sales are
approved, site guests should receive a message informing them
of the approval, an expected time for arrival, and information
regarding specials, or an invitation to sign-up for an e-zine
sales are denied, site guests should be greeted with an invitation
to order using other methods. For instance, if a credit
card was denied, the denial message should include information
regarding ordering by check, phone, e-cash, PayPal, or C.O.D.
The denial message should always greet the receiver in a positive,
inviting light and should include company contact information
where they can be sure to reach an actual person to answer their
can be quite sophisticated in nature, especially when utilizing
site tracking devices, and online registration forms for collecting
relevant demographic and psychographic information about site guests
and analyzing what pages customers stop at prior to purchasing or
exiting the store. With this data collected on registered
users, companies can send the customer information regarding specials,
events, and offerings. Companies should not include the customer
into its mailing database if the customer selected the option on
his/her registration form not to receive further messages from the
company. Without an online registration form, the company
can see where site guests visit and what pages are receiving the
longest stays, but they have no ability to contact the visitor at
a later time.
marketing is spreading word, telling others about a product or
service. Consumers writing to consumers is viral marketing
in the new economy. The Internet has sped up the time frame
for receiving information and communications. Therefore,
a company can not afford to have negative experiences being spread
about them. The Internet provides an open forum for free
speech. Complaint sites have been created and published
online in regards to some companies and services. Indeed
viral marketing can be both positive and negative, and the Internet
extends the bad and the good for longer periods of time and to
a larger audience.
marketing can also be used by companies to benefit themselves.
Hotmail used viral marketing to raise awareness about its services
and have consequently risen to the stronghold that they presently
are on the Internet. An example of implementing viral marketing:
companies pay for referrals through discounts. So one customer
who forwards an e-mail to another potential customer has "spread
the word" about a service or special.
24-hour rule: Answer all e-mails within 24 hours.
In order to meet the 24-hour rule, incoming e-mail needs to be properly
directed. What happens if a company receives a flood of e-mails
that they can't possibly handle within a 24-hour rule? This
may be a good time to invest in CRM (Customer Relationship Management)
software. There are many different CRM companies that handle
all different types of customer interactions and transactions.
CRMs that focus on e-mail management will ensure that e-mail is
routed, tracked, and handled appropriately. Customers expect
to receive replies to their inquiries within 24 hours. Twenty-four
hours is a standard rule.
e-mail marketing campaigns are cost-effective and beneficial to both
companies and subscribers. "Response rates on email campaigns
can outshine traditional direct mail and can clock in at several times
that of online advertisements -- 15 percent or higher for well-crafted
permission email, compared to below 1 percent for banner ads, says
research group IMT Strategies" --Quote
from eMarketing Magazine, September 2001
an e-mail list can be done in-house from direct contacts with customers
or can be purchased. According to Stephen Diorio, president
of IMT Strategies the return is 10 to 15 percent and on rented lists
the percentage drops to 1 percent. This is because the rented
lists are often overused and abused and become part of SPAM lists.
Without a doubt, the most professional way to gather a professional
e-mail list is to build one internally. Building one internally
does take time. IMT Strategies spent three years building a
list of 10,000.
are benefits to establishing an e-mail list: 1) Obtaining
a highly targeted list of customers and potential customers, and
2) Messages are delivered directly to the inbox of the customer
as opposed to a traditional mailing where the message may or may not
be seen by the intended recipient.
a Subscriber List
like a house is only as strong as its foundation, e-mail lists are
only as strong as the number and quality of its subscribers.
Here are some keys to promoting an e-mail list to get new subscribers:
an extremely simple sign up procedure for signing up for your e-zine.
Simplicity is the key. Require only an e-mail address to register.
At most, ask one other question. Present the invitation on
the home page. Some sites have found a pop-up window to be
effective as well when the page loads.
the e-mail addresses of your customers when they purchase products,
request services, or need customer service. Tastefully use
their addresses with respect. Do not sell their addresses
and never send them e-mail they haven't agreed to receive.
When customers proceed through the checkout process, ask to be permitted
to contact them occasionally with specials. If they agree,
then they are added to the list.
reciprical links from complementary companies so that your company
and e-zine can be given exposure.
some time and scan appropriate newsgroups and post announcements
occasionally. When posting to boards, include your signature
file and web site address. Include a very short statement
about the e-zine.
to complementary e-zines. By contributing content, you can
simultaneously instill credibility with new prospects and subtly
obtain new subscribers.
you are able to find a list of a complementary company, be extremely
careful when you approach the list administrator or moderator because
your sole purpose is to announce a new list not to steal away their
can also be built by promoting through offline marketing techniques.
(i.e. direct mail, brochures, etc.)
Obtain lists from list companies only if they have a double opt-in
procedure: Once someone signs up for an e-mail, the company
sends an autoresponder to the recipient's e-mail box, asking them
to verify the desire to receive the e-zine or other e-mail correspondence.
Verification is generally done by simply replying to the e-mail.
Double verifications ensure that the owner of the e-mail address actually
desires to receive the information and that he/she indeed was the
After an E-mail List
server is a software program designed to receive, sort, and smoothly
disburse messages. The list server is at the origin of every
e-mail list. The most popular list server is called LISTSERV.
best aspect of a list server is the ease of use. If subscribers
know how to send and receive e-mail, they have skills worthy of
managing a list through a list server. Messages can be previewed
and tested prior to deploying.
as the year changes seasons so will e-mail list participants.
Nurturing the list and staying current with those opting in and those
opting out will ensure increased professionalism.
list needs to be refreshed often. The focus of your mailings
to those on the list needs to be managed, tested, and updated to
ensure the company is meeting the up-to-date needs of its subscribers.
Marketers should be open to making adjustments when needed.
current customers is less expensive than generating new customers.
Nurturing your e-mail list will help previous customers become repeat
customers. If ROI isn't occuring after solid testing, try
a new format, new content, and receive input from your target audience
before making any definitive changes.
deploying an e-mail marketing campaign, companies should plan for
distribution of e-mails once responses start coming in. In planning
how e-mail messages should be directed for response, use the following
as a guide:
and post a FAQ page. A FAQ page enables companies to list
anticipated questions and answers from site guests which is a great
way to prevent an onslaught of e-mails that can be handled without
extra effort. Keep in mind, however, that FAQ pages are often
viewed as "time hogs" by site guests and therefore a "search" feature
in the FAQ section would be good.
information should be easily accessible. Businesses should
make it as easy as possible for people visiting their site to find
all the contact information and e-mail addresses of organizational
employees. Providing e-mails for easy contact helps companies and
consumers save time. The customer does not have to guess where
to send the e-mails and employees do not waste time redistributing
e-mails to the right departments.
a text e-mail link on every web page. Providing a mailto: link
on web pages gives site visitors easy access to instantly contact
the company without having to type in the e-mail address. Unless,
of course, the visitor does not have his/her e-mail server information
in their browser preferences.
should clearly spell out the e-mail address, as shown:
additional e-mail addresses. In most cases, Internet Service
Providers (ISPs) or Web Hosting providers offer services to create
a channel that will direct e-mails to one or more addresses.
For example, all emails sent to email@example.com could be automatically
forwarded to the secretary's e-mail. ISPs and Web site hosting
services should help companies create this e-mail direction system.
Companies can program their own mail server software to configure
the addresses if the mail server resides within the company. The
only caution companies need to be aware of in setting up this e-mail
network is to be careful that e-mail messages do not fall through
the cracks in their e-business walls. To ensure this doesn't happen,
a lead person for each e-mail account should be appointed.
With the complete address displayed, site guests know ahead of time
where their e-mails are being sent. Visitors without the right
browser preference settings can still take advantage of the mailto:
link by cutting and pasting the address into their e-mail program.
ways, e-mail is more personal than direct mail. It is a one-to-one
medium that arrives on the computers of people at work or at home.
As with all mediums e-mail has certain do's and don'ts. You
need to be versed in all basic netiquette practices--which are traditions
that have become rules in polite and courteous online communication.
emarketing professional you can't afford to overstep your bounds and
not use netiquette in your marketing efforts. If you do, you
will put yourself and your company in a risky position for potential
flaming. Flames are direct angry e-mail responses to offensive
messages that resemble an explosive weapon of words and phrases.
glance, it would seem that people would use common sense netiquette
when they e-mail someone. However, seeing e-mails blitzed all
over the net with netiquette errors is not uncommon. More often
than not, poor netiquette occurs due to a lack of education more than
Rules for e-Mail Correspondence
are basic e-mail rules that are essential to effective online marketing:
using common Net savvy acronyms.
Companies do not need to use IMHO in place of "in my humble opinion"
or BTW in place of "by the way." Using acronyms may confuse
those receiving the correspondence, which is especially true when
you consider that messages have the potential of being sent world
wide and reaching a variety of audiences. Professional messages
need to be clear, concise, and complete.
lines need to be clear. Subject lines need to be
clear, free of slang, to the point, and offer keywords shared in
the content of the e-mail message.
Presentation. Company image needs
to be protected. Not that every e-mail should be written like a
litigation document. But e-mails should never have poor grammar,
misspelled words, or unfinished sentences. Company and contact information
should always be included.
Politeness as Your Guide.
Every message that your company sends out to the world of prospects
and customers has an instant stamp of positive or negative impression
associated with it. Always write positive weighted e-mails no matter
how your day is affecting your mood.
the practice of generating SPAM.
In the beginning stages of Internet and e-mail, sending unsolicited
commercial e-mail, known as SPAM, was common for businesses to do.
Thousands of lists were created from unsuspecting individuals at
Internet newsgroups and sold for profit. Unfortunately, e-mail
is open to poor business practices like anything else--98% of businesses
use e-mail wisely and generally have good intentions while 2% see
SPAM as a pathway to gold and use it unyieldingly. If a business
wishes to remain legitimate and credible, they will completely avoid
sending SPAM. The industry is taking steps to counter act
SPAM through a joint effort called Responsible Communication Alliance
(RECA). Their mission is to establish and promote professional
online marketing standards. The following are errors to stray
messages short. People are bombarded on a daily
basis with an abundance of information. People don't have
time to read a scientific dissertation about your business.
Present your point quickly and you will have a better chance of
it being read.
type in all capital letters. Even if you are trying
to draw attention to a particular phrase, do not type in all capital
letters. Remember the only thing it accomplishes is a negative
connotation, reflecting on the sender. In addition, if your
e-mail correspondence can be construed as either negative in nature
or as flaming, consider how quickly viral marketing could
spread your new-found reputation. A negative e-mail can be
forwarded as quickly as hitting the send button to multiple recipients.
As a result, irreparable damage can be done with just one emotionally-driven
established policies. When a company receives a
negative e-mail or flaming message, policies need to be established
for handling the returning correspondence. Some companies
may have one individual or a small team assigned to the duty. Amazon.com
management believes positive customer service is so important that
they place some of their most talented staff on the task.
Marketers should stay away from over using punctuation to add inflection
to a sentence. In most cases, especially in business, cutesy
keyboard symbols come across extremely unprofessional and inappropriate.
It would be better for companies to focus on the message and express
thoughts in words rather than symbols. "Cutesy" symbols are
faces drawn by keyboard characters when corresponding in e-mail
and chat rooms. And while smiley faces in e-mail look cute, they
are generally frowned upon in professional correspondence online.
Remember also that that ALL CAPS means you are screaming.
If however you are interested in the semantics of smiley faces for
personal e-mailings or online chat sessions, or if you are merely
wanting examples of what we are talking about, here are two sites
to guide you through:
Forms of Communication. In some circumstances,
contacting customers by other means other than e-mail may be a necessary,
more professional option. Taking the time to contact customers
by phone, fax, or traditional mail may be a great opportunity to
build trust and relationships with customers.
Failing to remove or slow at removing an e-mail address from an
Sending offensive, falsely advertised, and unethical messages.
Sending unsolicited bulk e-mail.
Using a reply link that doesn't work, so people who get messages
contact the company.
initiating a massive e-mail campaign, an online director may consider
whether to send e-mail messages in a text or HTML format. Actually,
offering both options can be better. So what are the differences
between HTML and text-based e-mails?
and Spacing of Lines
HTML e-zines arrive in inboxes, formatted like web pages complete
people like the flexibility that an HTML message gives them, while
others prefer text because an HTML file can take longer to download
and it takes up more file space.
Text-based e-zines arrive in inboxes as other ascii text messages
- simple text. All e-mail programs have the ability to receive
you ever tried to read an e-mail with unbalanced spacing? E-mail messages
with unbalanced spacing are difficult to read. One way to ensure that
e-mail lines are evenly spaced is to type text-based e-zines with
no more than 65 characters per line. Limiting line length will enable
more consistent formatting.
Carbon Copies (BCC)
HTML e-zines, establish the page by creating tables that are 595
pixels (or less) in width. Five hundred ninety-five pixels
print well on most printers without truncating text on the printout.
establishing an e-mail campaign and sending e-mails, addresses need
to be kept private by being placed in the BCC field. If addresses
are included in any other field, they will be seen by all who receive
them. Even more importantly, displaying all addresses of recipients
opens mailing lists to the public for the potential of being picked
up by others and exposing addresses to the possibility of being added
to SPAM lists.
Test e-Mail Messages
be aware that when all messages are in the BCC field, some e-mail
programs will warn recipients that the message they receive may
be potential SPAM. If companies experiencing these effects,
investing in a professional e-mail distribution server may solve
as an alternative to purchasing an e-mail server, the error can
be avoided by adding at least one address in the TO:
field, but this practice isn't recommended because the message will
not appear to be personalized to the recipients receiving the message
in the BCC field. In addition, the recipients will likely
know their e-mail address is located in the BCC field and if they
click "Reply to All," they can reply to everyone in the list.
that spend a lot of time writing copy, gathering e-mail addresses,
and building a network system cannot afford to have errors in the
content, formatting, or delivery of the message. Therefore test
the e-mail in-house prior to deploying it to others. The e-mail
messages should be tested on different platforms and in differing
software programs designed for receiving e-mail.
software receiving the message and then send either the HTML or
Text-based message. By fully testing the e-mail, the company
can preview both versions of the e-mail and test the accuracy of
media e-mails include audio, video, or animation features. The greatest
benefit to utilizing this new technology is that it increases interactivity
between advertisers and the audience. Rich media also increases the
ability to extend the marketing message. According to Brady Brewer
with www.Avenue.com, "Rich media
e-mails are more likely to have pass-along value, thereby extending
the reach of the marketer's message." Although many statistics show
the effectiveness of this medium with its 7 percent click through
ratio (CTR), rich media e-mails are still in infancy due to cost.
According to Jupiter Communications, the per customer acquisition
cost of marketers using rich media email ranges from $70 to $100.
Be forewarned, rich media e-mails take longer to download. Know
your target audience and the potential willingness to wait for the
message prior to implementing a fully rich media message.
Line: What Should you write?
is it about subject lines that causes people to click on one e-mail
solicitation over another? Following are four elements of effective
File (sig file)
When sending e-mails, legitimacy is important in order to build
trust. Company legitimacy can be established through the sender's
e-mail address. The recipient should see the company domain
from which the message originates in the sender's e-mail address.
Sending an e-mail message from a Hotmail or Yahoo account will
not carry the same credibility.
companies use mailing lists from a targeted opt-in mail service
(such as YesMail, NetCreations, or MyPoints), then the company
may consider using one of these domains as the sending address.
The decision would depend on where the subscriber registered for
the newsletter. If the subscriber registered through the
web server of another company (such as those listed), the recipient
may not recognize your company name when the e-zine arrives.
Erase any profusion for readers by emphasizing the benefits to
the recipient. The subject line should state a clear offer, reward
Be straightforward and specific in your message whether you are
offering coupons, free stuff, or discounts.
Use basic fundamentals. Make sure the grammar is correct, speak
to them in second person, don't use all caps or multiple exclamation
points, and if the you don't write a full sentence, leave out
as you would sign every business document with your signature in the
real world, the signature file accomplishes the same thing in the
digital world. Signature files are automatic and provide a great marketing
tool. A sig file is a digital business card that is automatically
included with every e-mail, e-mail list message or newsgroup posting
that you send.
files were mentioned earlier when listing how to handle messages
sent personally by employees. Here is the summary of what
elements make a good signature file:
files should be formatted using no more than 5 or 6 lines, including:
Department Name, if applicable
e-mail address (possibly, depending on standard procedure set
by company). The inclusion of an e-mail address within a
signature file is a topic of debate among Internet marketers.
Some argue that the e-mail being sent contains the address and
yet others argue that including the e-mail address within the
signature file is both convenient and professional. Consider
including an e-mail address if the message is being sent using
a LISTSERV, mailbot, or any auto response. Signature files can
be created in Microsoft Outlook Express or Netscape Communicator,
or any other e-mail services such as Hotmail or AOL.
All employees following the same standards of: Font face,
font color, additional embedded images. If a company logo
is required to be sent within the signature file, the image should
be provided on the web server of the company so that employees
are able to add the img tag with the appropriate path to the image
within their signature file.
More and more companies are providing a pre-defined template for
employees to plug their information into and include in their e-mail
correspondence. Providing the template further ensures the
continuity among signatures being sent from the company.
Here is a good example of a properly written signature file:
Hoggan, eMail Strategist
The key to your eMail Success.
1 - Signature File Exercise
A signature file is a little ASCII text file.
A .txt file created in a program such as Notepad is an
ASCII text file. This file is configured in your browser (if
you use your browser for sending mail) or the e-mail program you use
to automatically attach itself to the bottom of your e-mail message.
are as many directions for configuring e-mail programs to attach signature
files as there are programs. So for the purpose of an example,
here is how you can configure your Netscape browser to attach a signature
file to every e-mail you send through Netscape Messenger:
Activity 2 - E-zine Creating
a featured article in each e-zine around the topic of interest
space for advertising, although the advertising should not be the
focus of the e-zine
others to contribute relative articles to the e-zine. Receiving
input from others is positive marketing practices as you can,
in turn, share an article in complimentary e-zines with others
an e-zine is a time consuming undertaking. There isn't a soft
way of saying it. E-zines are extremely time consuming, and
companies should consider hiring personnel to strictly handle the
need access to a good mail server that has a connection to a database.
The database should be stored with both the lists of e-mail recipients
in one table and the zines in another table or many tables.
need to stay with the intended focus of the e-zine, employees need
to have a savvy interest in the topics the e-zine covers.
Part A - Text-Based E-zines
To create an E-Zine, you need a text editor with a spell checker.
Keep in mind that the spell checker will not save you from using words
that are often confused for one another such as "effect" and "affect"
and other grammar errors. You will also want to select a text
editor that has the ability to limit line lengths. The standard
line length is 65 words.
for Creating the Text-Based E-zine:
a text editor that has the ability to limit line lengths.
the line lengths to 65 characters
compiling the e-zine, double check the code for errors
away from the content for a day, then re-read the newsletter and
have someone else proofread it for you
all referenced e-mail addresses with "mailto:" The anchor tag for
the e-mail Bob@pretendcompany.com would be written:
Make all URLs clickable by linking them with the anchor tag
headings within your article to help site guests easily scan the
sections within the article with <HR> tags or with dashes and
lines, again for the purposes of assisting others with scanning
the e-zine for content.
the e-zine on different platforms and through different email programs.
B- HTML E-zines
HTML e-zines are e-zines that arrive with formatting, images, tables,
and everything a web page can contain, the e-zine can contain.
Keep in mind that companies need to be aware of the limitations of
the e-mail programs their recipients use prior to implementing an
HTML e-zine. Although, most e-mail programs now accept HTML
for Creating an HTML E-zine:
e-zines are created with the same tools as other web pages.
pages in tables, limiting the width of tables to 595 pixels for
distributing and printing purposes.
images to a web server accessible to the world through either
an IP address or a descriptive URL.
adding images with the <img tag, include the full
path to the image. Be sure to include the http://
you send the e-zine, the images will display in the e-zine for the