Note: I am not a big fan of email campaigns, I believe the most effective way to communicate is when friends send stuff to friends because it is interesting to them, but sometimes you just have to blast it out...
Few generic pointers:
- make subject is interesting to the recipient, eg. includes a name they recognize (their club, their own)
- make sure the text of the email is short and sweet
- if you are trying to make several points, use short bullets
- avoid too many caps and long paragraphs
- send a sample batch, adjust text and re-sent until you get acceptable response
- ensure that you are addressing the right demographics
- use http://bit.ly/ to track different campaign responses
- use the right tools, check out http://www.mailchimp.com/
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