Email marketing should be a major part of your traditional marketing communications plan. But do you have a plan on how you want to use it for maximum ROI? In the B-to-B world, even opt-in lists are only being opened on an average of 25%.

Today we’re all bombarded with emails and it’s estimated that the sheer volume will increase by up to 80% by 2013. So the challenge is how to stand out in this sea of emails and if you do get them to open it what’s next? Here are a few helpful suggestions you may want to consider:

• Keep your mesage simple – and to the point of (what’s in it for me). Folks aren’t going to read long emails.
• Give them a call to action – Use emails to “nudge” folks along. Link them to a website, video or coupon offer.
• How do your prospects like to be contacted – Is it traditional email or mobile marketing? Most contractors are on the jobsite most of the day and rely on their smart phones to stay in touch.
• Temper frequency of contacts – Yes they may love you, but they might not want to hear from you on a daily basis. Contact them when there’s something of value to share.

Those are a few hints that we use. Hope about you? What things do you do to make your email programs zing?