Marketing Email Questions

[Michael Sellers]

I recently started using email as a marketing tool, and I have several questions about the process, so even if you only have experience with one please feel free to leave your response.

1. What kind of calls to action do you use in your message?

2. What is the expected response rate? (we got 0 responses from an admittedly small batch of 350)

3. Do you even expect a response, or is that just icing on the cake of getting your name out there?

4. Other than response rate, what KPIs do you use to track?

5. Do you find emails useful compared to direct mail or cold calls? (I personally think emails are the easiest to ignore)

6. How do you tweak your messages so you don't send the same content over and over?

Any and all advice/experiences are welcome!