A common mistake made by many email marketers is collecting nothing more than the email address of visitors or prospects.

At a minimum, your subscription form should collect your prospects’ name and email address.

Then be sure to personalize your messages by inserting the prospect’s name in to the subject line and appropriately throughout the messages you are sending them. Your AutoResponder service should allow for the use of a Token that will automatically insert the prospect’s name where ever the Token appears within your subject line and/or message body.

Successful Email Marketing professionals know that personalizing the subject line and messages will dramatically improve the open rate and response rate of your sales messages.