Identify three ways marketers can maximize marketing effectiveness of e-mails

What will be an ideal response?

Student answers will vary. Here are seven possible ways marketers can maximize marketing effectiveness of e-mails:
• Give the customer a reason to respond (e.g., powerful incentives for reading e-mail pitches and online ads, such as trivia games, scavenger hunts, and instant-win sweepstakes).
• Personalize the content of your e-mails and use an engaging subject line.
• Offer something the customer can't get via direct mail like time-sensitive information.
• Make it easy for customers to opt in as well as unsubscribe.
• Run controlled split tests to explore how location, color, and other factors affect "Sign Up Now" messages. Controlled split tests assemble online matched samples of consumers with one sample given a test message that manipulates one factor and the other being a status quo control.
• Combine e-mail with other communications such as social media.
• Employ "heat mapping," which tracks eye movements with cameras to measure what people read on a computer screen.