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.
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