Though driving e-mail recipients online is more traditional, offline calls to action can work in e-mail if you think them through. This article discuss on when an offline call to action may be appropriate and discuss what to consider as you develop your e-mail campaign.

Craft your e-mail to the proper length to increase its odds of getting opened and quickly piquing the recipient's interest. It'll lead to a click through to your landing page.

Over recent weeks, I've seen too many articles about Fortune 500 companies scaling back their e-mail efforts. I've had too many conversations with media buyers who say they won't use e-mail anymore, for any reason. Time to set the record straight. E-mail acquisition is far from over. And despite reports to the contrary, e-mail list rental can succeed.

Email has become a pervasive part of our lives as it becomes an increasingly preferred tool for communicating with one another. For businesses, email has become an attractive method for communicating with customers and prospects.

Your favorite merchants are serving tasty e-mail offers. But will they get buried in all the trash?

The great thing about being ClickZ columnists is we get to pick the brains of other business-to-business (B2B) email marketers and ask all the questions we (and our clients) are itching to know about what's working and what's not.

E-newsletters are a lot like dating. Remember dating? If you're really interested in someone, you want to gain that person's trust so that you will continue to engage with each other and you can progress to the next date... and beyond.

With any marketing campaign, the key to success is capturing the attention of your prospects -- if only for a moment. You want them to pause just long enough to get a sense of whether what you are offering meets their needs or, better yet, satisfies their wants.

If you have a web site and are thinking about adding an email newsletter: Use a survey to find out who is visiting your web site and learn what type of information they'd like to receive via email. Creating a good survey and getting statistically significant results requires some thought and planning.

I love targeted email. When I check my email, I look forward to receiving messages that are timely, interesting and help me save money. Businesses I know and trust that send me the right marketing messages are often rewarded with a sale -- or at least some of my attention, which always seems to be in short supply.

With all the hue and cry about the ability of banner advertising to build brands online, we would do well to remember that there are other branding tools in the marketer's arsenal. First and foremost among them is email. Apparently forgotten or ignored in the branding debate, email is an incredibly powerful communication tool. Too often, marketers simply look at email marketing as a way to deliver newsletters. But there's a lot more to it than that.

Dr. Andy Grove of Intel shared his feeling of bewilderment to anyone within earshot about the impending doom of "so-called Internet companies."

A record low number of registrants and exhibitors, prompted no doubt by the dot-com downturn, dampened whatever excitement there is about the continued growth -- and success -- of online marketing.

E-mail is being hailed as the killer app and everyone is jumping in to get a piece of the action. Jupiter Communications estimates that, on average, US consumers will see a 40-fold increase in e-mail volume -- with the average number of annual commercial e-mails received by US consumers increasing from 40 in 1999 to more than 1,600 in 2005.

Suggests 5 essential principles of web marketing: (1) The Law of the Dead End Street, (2) The Law of Giving and Selling, (3) The Law of Trust, (4) The Law of Pull and Push, and (5) The Law of the Niche.