• The Inbound Marketing channel offers clients the greatest ROI compared to the other channels of social media, e-mail and search.

• Most marketers who have sent out a “big, fat, sexy email” later complain that there wasn’t enough room for all of their relevant social media-related content. Social media, however, keeps getting bigger. Your content may be getting more attention.

• There are many ways to be inbound: By sending out test messages, for example. If you’re selling widgets and send a message to everyone who has a Facebook page or a Twitter account, you’re inbound. If you send out a message to 25 percent of those who have a Facebook page or a Twitter account, you’re outbound. Depending on the content you’re trying to sell, you may want to evaluate each message you send to find a sweet spot.

• If you’re not sure, don’t wait, “back up” and send two test emails and then wait for response. Most people respond fast to test messages.

• Placing a call to action in an “open” or “click through” email link is one of the easiest ways to increase exposure and open rates. Think of a click through and call to action as a transition point from the warmest email in your spam folder to the most intriguing email in your inbox.

• Like it or not, there are consequences of using too many trial emails to tell your story. If you send a trial email to someone who didn’t open or click, that person will be less likely to open or click in the future.