Dynamic Duo: E-Newsletter and Microsite
Six steps to getting it together: Combine your e-newsletter with a microsite for deeper loyalty and stronger branding. The whole is more than the sum of its parts!
Six steps to getting it together: Combine your e-newsletter with a microsite for deeper loyalty and stronger branding. The whole is more than the sum of its parts!
In my last column, I talked about smart e-newsletters. This week, I’d like to chat a bit about how to make smart e-newsletters even smarter by combining them with a companion microsite. In this case, a microsite is a collection of Web pages directly related to an e-newsletter or email marketing campaign. This dynamic duo can help you create an environment where the relationship between you and your subscribers flourishes. And, the best thing about this is it’s an environment you have total control of!
As marketers, we must treat information — and how it’s disseminated to our customers and prospects — as the key element in defining our strategy. In using a microsite in tandem with an e-newsletter to manage information and its flow, we have an opportunity to build personal brands that are customized to the needs and wants of individual customers. When we make the exchange of information a highly personalized experience for readers, we build brand loyalty, click by click.
As e-newsletters go well beyond simple email messages, microsites go well beyond the basic concept of a “landing page” or “registration page” that collects information. I’m talking about well-crafted, action-oriented, habit-forming microsites that truly deliver intelligent, one-to-one marketing. Ideally, such microsites compel your readers to return to your messages repeatedly, allowing you to build strong, personal connections with them. These sites are extremely versatile and can drive seminar attendance, survey what your readers are thinking about, build stronger channel bonds, and, most important, convert prospects into buyers.
A Good-as-Gold Microsite
What makes a microsite good as gold? How can you create your own dynamic duo? With these six steps:
The dynamic duo of an e-newsletter and a robust microsite gives your marketing strategy a one-two punch. By strategically using this duo, you’ll create stronger brand identities, better relationships, and good-as-gold brand loyalty.
Questions or comments? Please email me.