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When setting up email campaigns, your goals should be not only driving customers to your ecommerce web site, but you also should funnel your customers to a purchase or call to action on your online store. Also, it can be a challenge sometimes to get someone to even read the email marketing you send them. You should make the title succinct but catchy. If you can gain their interest in the subject line, you are on your way to a successful direct email marketing approach.