NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 3

Think in terms of a campaign:

• What is your goal?
• Who is your audience?
• How many messages will you send, and what types of messages?
• Develop a landing/transaction page that is not your homepage. Drive prospects somewhere much more specific.
• Develop a thank-you page. Once prospects hit submit to sign a petition or give a gift, have a thank-you page open up. Think about the level of commitment they're giving to you, Fignar said. They made a massive commitment to you giving you their e-mail address and credit card information. "If you're not paying attention to the thank-you page, you're leaving so much relationship ability on the table," she said.
• Thank-you e-mail. This shouldn't just be an e-mail that says, "transaction received." "Thank them graciously for interacting with you, and try to get them to take a second action," she said.

Finger shared examples of three e-mails sent by Livestrong, the campaign of the Lance Armstrong Foundation, for its Presidential Cancer Forum campaign.