Few organizations would dispute that permission-based email marketing is fast becoming the most powerful prospecting tool. In fact, Forrester Research projects that spending on targeted email marketing will reach $2 billion by 2014. But as the number of commercial messages hitting in-boxes increases, consumers are growing increasingly selective about which emails they choose to open. To ensure your communications are read, consider these opt-in email marketing tips:

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1. Offer content of value. Although it’s tempting to tout your company’s offerings, email marketing programs that provide relevant, useful advice keep recipients yearning for more. “You will show your value and earn the trust of potential customers,” says Jill Tanenbaum, president of Jill Tanenbaum Graphic Design & Advertising Inc.

2. Key in on the From and Subject lines. George DiGuido, vice president of email marketing at New York–based Zeta Interactive, suggests using your company name in the From line, so recipients know exactly who’s trying to reach them. Subject lines, he says, should run 65 characters or less and avoid spam triggers such as all caps and excessive punctuation.

3. Consider frequency, timing. Most experts recommend sending one marketing or promotional email per week, although it depends largely on what’s right for your target audience. Do they have the patience for a daily email? As for timing, studies show that early Thursday mornings yield the highest engagement.

4. Include testimonials. If you operate a new business or one with low brand awareness, including customer testimonials in your emails can be a difference-maker, says Dean Thompson, cofounder of Enterprising Works, an Austin, Texas, company that assists small businesses. “Showing that others in your local community are using your products or services is important,” he notes. “But the testimonials have to be personal. For example: ‘I worked with so and so and he/she was great.”

5. Be ready to respond. “Email marketing communications can be highly automated, in an off-putting way that distances you from your customers,” writes Eric Groves in his book The Constant Contact Guide to Email Marketing. “Keep an eye on your communications and your responses so you can take action, make changes, and repeat positive results.”

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