Email marketing campaigns have emerged as a valuable marketing tool utilized to increase brand awareness, maintain high Internet visibility, and attract new prospects to a corporation’s customer base. But a corporation does not necessarily need to launch a heavy, ongoing campaign to achieve positive results. Email marketing comes in many shapes and forms, and can often be used on a daily basis.
Is your company logo prominently featured in the signature line of your email messages? It’s the perfect place for continual brand reinforcement. It can also be a good place to announce new products or services or to point individuals towards a news piece or press release regarding your company. But be certain not to overdo the message. No one likes being subject to a commercial against their will, and such practices will cause your brand to be associated with negative thoughts. A short, simple line linking to the content is all that is necessary.
Another method of email marketing is to provide informative, interesting content in an email, such as a company newsletter, or industry-related articles. This is a sure-fire way to attract email subscribers, draw new prospects to your corporate site, and again, increase brand awareness. If your content is rich enough, you’ll find your prospects voluntarily assisting your marketing efforts by forwarding your email content to co-workers and other professional contacts that might be interested in your content.
An important consideration before beginning an email marketing campaign, big or small, is market segmentation. Is everyone in your email database going to care about the message you are considering sending? Or would your marketing efforts be more fruitful if you tailored your message and content to specific target groups? Additionally, take care to keep your message fresh. Repeatedly sending the same or vastly similar messages will likely result in your email being sent to the digital trash without even being opened.
While singular messages perform a particular function, such as directing individuals toward a new or updated section of your corporate website or alerting them to an interesting press release, email marketing is often more effective when integrated with additional elements. Finding ways to efficiently organize and link email content to your website, a mobile site, or other important content may require some testing, but it results in rich user experience.
Ideally, you’ll want individuals to read your entire message, but reality dictates that most simply quickly scan an email and move on. To combat this, make sure that the main points of your email content stand out from the remainder of the message. Additionally, focus on providing captivating content and options to engage the individual, and you’ll command more of their attention.
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