Premiere Global Services's SVP of marketing discusses how to fine tune your strategy to speak to your target and boost results.

Fundamentals for everyone
No matter who you target, certain tactics are standard issue for legitimate email marketers. Before delving into your audience's idiosyncrasies, check these essentials off your to-do list:

• Get permission. Permission emails outperform unsolicited ones. Invite recipients to opt in on your website, at trade shows, on reader reply cards and through direct mail.
• Maximize your "from" line. More than 30 percent of emails are deleted because the sender isn't recognized. Include your company or brand name, as well as an individual's name to make it friendlier.
• Pay attention to the subject line. Subject lines are key determinants of whether emails are opened or deleted. Keep them short (35 characters or less) and address specific needs and interests. Avoid spam filter triggers like, "free," "important message" and "guaranteed." Never use all caps, dollar signs or exclamation points.
• Conditional Content. Include the recipient's name whenever possible and be sure to incorporate the recipient's interests and relevant information.
• Create content that matters. Messages should be relevant and state benefits early. Keep copy brief and compelling, and include a clear call to action. Use the conditional content feature of your email marketing tool to embed offers targeting specific recipients.
• Include a remarketing component. Use surveys, polls and other devices to gather recipient feedback, then use it to develop subsequent emails.
• Make it attractive. Go for graphic appeal, simplicity and single-screen viewing, if possible. Create messages so they can be read as intended in HTML, text and AOL formats.
• Offer options. Always include change of address instructions and ways for subscribers to remove themselves from your list. Provide a return email or a link to an opt-out option on your website.
• Watch timing and frequency. Don't overwhelm recipients with too many emails. Monitor your unsubscribe rate after each mailing. If it's high, scale back your frequency or survey your audience to find the right level.

Plan B or Plan C?
Business marketing messages naturally take on a different tone than those to consumers, but the differences don't stop there. Business-to-business strategies typically must address long sales cycles, complex problems, price sensitivity and high purchase risk. Consumer marketing, on the other hand, can mean contending with fierce competition, tenuous loyalties, entrenched brand perceptions, demands for speed, short attention spans and consumer wariness of online interaction.  

Whether you market to businesses, consumers or both, it's important to understand how their differences impact your email strategies. Here's a comparison of issues and recommended tactics:

Tricia Robinson is SVP of marketing for Premiere Global Services. Read full bio.