With so much potency in email, media planners would be remiss not to consider all the advertising options of this channel.
While much ado has been paid to all kinds of new and exciting online advertising options lately - social, mobile, video - an old workhorse, email, tends not to get much attention these days. Some newly released research, however, ought to have marketers and media planners taking a second look at this still viable and productive channel. Let's briefly review some of the findings:
Capitalizing on Email Advertising Opportunities
With so much potency in email, media planners would be remiss not to consider all the advertising options of this channel, and there are several:
Email newsletter and eTOC sponsorships lend themselves more to branding as they offer a broad reach but lower immediate action rates. Solo email opportunities should either be used for offers in a direct response capacity or to drive engagement, like taking a survey or a poll, playing a game, or priming the recipient for a social media campaign.
Do's and Don'ts of Email Advertising
Though it's not sexy, email advertising works. And isn't that what the advertiser is paying the media planner for?
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A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.
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