The Internet has changed the way many businesses reach out to existing and potential customers. According to Forrester Research, e-commerce is on track to account for over half of all purchases in the next four years. Better Business Bureau (BBB) wants business owners to know a successful e-mail marketing campaign can help reach out to consumers and attract attention to their company.

“The most important element of e-mail marketing is the call to action,”

said Carrie A. Hurt, president and CEO of BBB serving Central, Coastal and Southwest Texas.

“Make sure your customers know why you are contacting them and how you want them to respond.”

BBB offers five tips for creating a professional e-mail marketing campaign:

1. Send one message at a time.

Focus on one primary message, such as a sale or a piece of good news. Too many different announcements can cause consumers to skim the e-mail and not pay attention to the important details. In the case of an e-mail newsletter, make each topic stand out on its own and keep the content short and direct.

2. Keep the message personal.

Try to customize the e-mail to include each consumer’s name. This can make your message seem like it is just for them and not for customer No. 1,234. Always include the phone number and e-mail address for your business so each consumer can easily contact you for more information.

3. Highlight important details.

Each e-mail you send should entice your consumers to do something.

Include links in the message to make it convenient for readers to follow through with your suggestions. For example, invite them to click for a coupon, update their contact information or forward your message to a friend.

4. Consistency is key.

Create a template for your e-mails so every message has the same font style, color scheme, logo placement, etc. This will help consumers identify your brand with each of those elements and make your business memorable.

5. Be sure to comply with spam regulations.

The CAN-SPAM Act sets guidelines for businesses that send mass e-mails. There are fines associated with violating the act, so business owners should visit the FTC’s Web site for details.

6. Keep statistics.

Most e-mail marketing services have built-in tracking statistics so you can see how well your messages are received. Start by monitoring open rates and clicks on any links to determine what information interests your consumers. If needed, make changes in your approach. For more business tips or to find a trustworthy business, visit www.bbb.org.