Entrepreneur - 12 Innovative Marketing Techniques

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Light Up Their Inboxes

E-mail marketing has been around for years, but that doesn't mean entrepreneurs are getting much better at crafting compelling campaigns. The tricky part: getting people to open the messages in the first place.

How: Here are three handy tips, courtesy of Gene Marks, owner of the Marks Group, a technology consultancy to small businesses. First, avoid using generic addresses like sales@ or info@ in the "from" line; second, keep the "from" name consistent and recognizable in all e-mails; third, be clear and specific as to what's being offered in the subject line ("Acme's Weekly Newsletter" won't cut it).

Cost: Easy-to-use, database-driven tools--many customizable, down to the logos and graphics--are also cheap, says Marks, usually under $100 per month to blast thousands of e-mails.

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