New Media

When used alongside conventional direct mail and printed collateral, email will gear up your response rates. Unlike other forms of sales writing, with email, short and concise copy is best.

Onscreen reading is harder on the eye than reading the printed word and so attention spans are shorter. Emails are skimmed and junked with amazing speed, so it is vital that you put your most important information first and ensure that the proposition is concise.

Direct, instant, online communication.
Driving responses and traffic to your web site cost effectively...

Email has become the tool we hate to love. Email is not a replacement for a brochure or even direct mail. However, it is probably the single most cost effective method of getting relevant information to people quickly. Its proliferation has meant we have built up a resistance to it, so marketeers have to work extra hard to make their messages stand out.

All email whether B2C or B2B should be permission based. If you are using email or eshoting as part of your strategy to convey your proposition, then you need to address this issue. Also you need to deliver it in a format that, where possible, circumnavigates information overload (B2C) and firewall protection (B2B).

Unlike postal direct mail, where only the sender pays, receiving an email costs money. It takes up storage space and bandwidth on a server. Used responsibly and as part of an integrated campaign, the results from e-marketing can be excellent.

• The EEC 2002 Privacy Directive
All email whether B2C or B2B should be permission based. Sending mails from one business to another business is not spam, even if the business user has not opted in.

• The Headline is Everything
Your headline determines whether your email is read or not. More than 12 words long and it won’t be completely seen.

• Always use an Unsubscribe
Running server-side scripts (such as PERL, ASP, PHP) in association with the database can help automate the unsubscribe process.

Would you like to