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 ClickZ expert columnist since 2005, Hollis Thomases (@hollisthomases) is president and founder of Maryland-based WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an award-winning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, SES, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum. WebAdvantage.net's client list has included Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, K'NEX Construction Toys, and Visit Baltimore. The agency was recognized as a "Small Giant" by the Greater Baltimore Tech Council and was chosen as a "Best Place for Business Women to Work" by "Smart Woman Magazine."
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