Email and Newsletter Marketing

Last modified on 2010-05-18 18:11:22 GMT. 0 comments. Top.

Are you contacting your customers and clients in a proactive efficient manner?

If not the reality is someone else will be. A great way to maintain customer loyalty is with colourful, sharp and call to action HTML emails.

Lets take a look at the pro’s and con’s of this marketing method.

Miths – When some people mention email marketing they associate it with”Spam” & “Junk” which is email sent to masses of email addresses whether the recipient wants to receive it or not. This is not what we are talking about, for a start how do you feel when your inbox starts to fill up with unsolicited mail? exactly… So the last thing you want to do is alienate your hard earned customers and clients.  Correctly structured email marketing using HTML can be so much more and that is why most major brands use this medium as a method to keep customer loyalty, promote their products & services building their brand awareness at the same time.

What is HTML? – (Hyper Text Markup Language) Is a code used to produce web pages. i.e “<h3><a href=”http://andychapmanwebsites.co.uk/wp-content/uploads/2010/04/email.jpg”><img style=”border: 0pt none; margin-right: 8px; margin-left: 8px;” title=”email” ”

It is excellent because it gives us the ability to produce colourful, interactive and sharp looking communications without producing large files that would create havoc with everyones email systems. All that is being sent is HTML code which the recipients computer interprets and displays.

Features – A few reasons for using HTML for email and newsletter mailing:-

- Colour & Image Content – Visually appealing, low file size.

- Interactivity – Call to action content, drives traffic to your website, ability to include snippets of information with links to the full article.(more content)

- Cost Effective – No postage costs only creative and deployment costs.

- Customer Loyalty – Regular welcome correspondence keeps your organisation on the agenda with your customers. Content can be mixed between products and news making for an interesting document.

- Deployment Speed – Your email can be deployed at a certain day, at a certain time with the click of a button.

Costing – Here we compare the costings between a printed mailer and HTML newsletter or email.

Printed v's HTML email

Conclusion – Once you look more closely at the HTML option it becomes an attractive proposition. We need to be careful not to forget that email wont be for all your customers and a successful marketing strategy should contain a mix of different mediums, however you would be foolish to neglect HTML email or newsletter within your plan.

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