Email is quick, easy, and fairly cheap. Done right, it’s a great way to get more leads and more sales. Done wrong, you can annoy your customers or get labeled a spammer.

Here are five ways to get more from your efforts.

1. Tweak your landing page.

Change the colors of the headlines, the type, or the buttons. Move the buttons around and experiment with the number of fields in your forms. Test different button text to see which gets the highest response.

2. Change the price.

The way you state the cost can make a big difference in how people react (and how much they buy). Test different versions ($500 upfront vs. two payments of $250, or save $20 vs. 10% off).

3. Pre-sell the offer.

Describe why you’re sending the email, what the reader will get, and why they’ll want it (before they click through to the landing page). Tell them about the event, the service, or the report.

4. Make it urgent.

Explain why they should click now (rather than waiting); you can only take X customers, space is limited; or the early-bird price ends soon.

5. Write better bullets.

Put the benefit at the beginning “Get fit in 20 minutes a day.” “Top 12 Affiliate Marketing Sites”. Use numbers, ask questions, and be specific. Selling a guide for urban gardeners? Point out the “Garden Centers That Deliver” list on p. 48.

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1. Email Marketing Gone Flat? 10 Ways to Fix It
2. Five Ways to Increase Web Response Rates
3. Eight Ways to Build Trust as You Build Your Email List
4. What Every Email Marketer Should Know Before Hitting “Send”
5. 5 Ways to Stretch Your Marketing Budget