Business Tools


With e-mail campaigning gaining importance in any good marketing strategy, Michael Kelly and Cameron Kane of ClickMail, presenters of SEMA’s recent webinar titled “Best Practices and the Future of E-mail as a Marketing Tool,” offered SEMA businesses tools in optimizing their existing e-mail campaigns.    

“The presentation focused on how you can obtain better delivery and rendering; how your e-mail displays among recipient clients; ensuring your e-mail reaches your target audiences; and how to manage and analyze your test results,” said Nathan Ridnouer, SEMA senior director of member services.

Authenticating mail servers was stressed as a major tool in getting into a client’s inbox, instead of being identified as spam or junk mail. “It is critically important to authenticate your mail servers, and that allows you to prove your identity,” said Kelly. “If you can’t prove your identity, you can’t have a reputation, either good or bad.”

Additional topics covered included: how to get opened; preview pane (when "opens" count and how to count them); best practices (what should and should not be in an e-mail), messaging (short vs. long copy); types of e-mail clients; e-mail rendering challenges; technical coding (do’s and don’ts); layout; and the call-to-action button.

For an audio or a PDF download of this webinar, along with an archive of past webinars, click here.

Also, don’t miss these upcoming webinars:

  • Thursday, June 26, 2008—“Staying Current with Specialty Aftermarket Industry Data," 10 a.m. (PDT); Presented by SEMA Market Research Analyst Ty Michael.
  • Thursday, July 10—“Selling Has Nothing to Do With Selling," 10 a.m. (PDT). Presented by Rick Farrell, President of Tangent Knowledge Systems.

To continue your Internet education, attend the SEMA Internet Symposium, Friday, July 25, 2008, presented by SEMA’s Street Performance Council. For details, click here.