Deciding what to say and to whom you say it is a major part of your e-mail marketing success. And in the world of e-mail marketing the format is just as important, because if your recipients can't open your e-mail, you've wasted your money and their time.

You'll need to consider how you will use e-mail marketing. What will be the role of your e-mail messages - are they to replace or complement an existing communication, or are they an entirely new way of talking to your customers? What will your customers give up to make the time to read your communication? And why should they bother reading your messages?

Will the messages be information or sales based? Do you link your customers to a landing page, your website, or will your messages have e-commerce encryption so recipients can conduct all activities within the e-mail and not need to make an unecessary visit to your website?

There are a lot of options to consider and many ways for the inexperienced to fail. E-mail is an extremely personal medium, so if you abuse your customers through poor quality messaging, you can lose them forever.

For help with your strategic planning, call us on 61 2 9976 0900 or click here to send us an e-mail.