Internet Direct Mail Is Different: 14 Things To Remember - A headline is...
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10. A headline is a headline is a headline. Start your email off with one that will draw your reader into the package. Try to make it different from your SUBJECT line. Your best benefit up front usually does the trick. Injecting a news feel and some self-interest doesn't hurt either.
11. ALWAYS include an opt-out statement! The only thing more powerful than good will towards your company is ill will. Don't make any prospect feel like they've been spammed. Include an un-subscribe or remove statement at the end of your e-mail.
"We here at ABC Company respect your online privacy. If you received this message in error or simply do not wish to receive further e-mails from us, please reply to this e-mail and type REMOVE in the subject line."
12. For once, shorter is better. In TDM, we all know that long copy generally works better. But in IDM, brevity is the key. If some of your prospects require more information before they make a purchasing decision, include a click-through to an expanded version of your e-mail.
13. Remember in IDM, you can use viral marketing techniques. This is not possible with TDM as you cannot tell a prospect to make 10 copies of your message and then pass them on to neighbors and friends. But in IDM, make sure the prospect understands that your fantastic deal is not exclusive to them. They should pass on this message to others they think would be interested.
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