Email marketing is a 'lifelong brand statement'
Wednesday 17th March 2010
Email marketing is more timeless than most businesses and marketing professionals think, it has been claimed.
According to online marketing industry expert Jeanniey Mullen, email marketing campaigns can do so much more than offer temporary, time-limited promotions.
Writing for ClickZ, she claimed that email marketing also acts as a PR statement for a firm and can reinforce - or undermine - a business's brand.
Ms Mullen said: "Every e-mail sent to your customers is actually a lifelong statement about your brand. For this reason, words and phrases in your e-mail must be chosen carefully."
She added that marketers must ensure they convey their brand's key values because failure to do so could reduce the effectiveness of their digital advertising campaigns.
Last month, web designer Rebecca Ritz told Sbtv.com that HTML email newsletters must contain correct company branding so that they can be easily identified by recipients.
She added that marketing messages should always contain the right logo, colour scheme, fonts and imagery.
Written by Mark Hainsby