3 Iron-Clad Rules of Direct E-Mail Marketing: "3 key rules of e-mail marketing to friendly lists:
1. Use a short subject line.Your subject line should be a maximum of five words long. 'Our headline was something like 'Learn the Inside Story on Profits from Voice on the Internet.' It was too long, and sounded like a pitch. Something like 'Voice/Net Offer' or 'Make Voice Work' would have been lots better.'
2. Keep text short. 'Ten lines is near perfect,' Moore says. 'If you can't make a compelling case quickly, your offer isn't good enough to send to your list yet. In this lousy campaign, we had about five paragraphs of text. We'd have been better off with five lines, and then a link to a strong Web page.'
3. Link from the e-mail to a Web page with the real pitch. 'The e-mail box is a poor selling environment. It's dry, colorless, and has no emotional leverage. But Web pages are terrific selling environments. They amuse people while they sell, and can communicate positive feeling through the right design. So use the e-mail to sell the Web page. Then use the Web page to sell the product.'"

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