Despite their best efforts (“worst efforts” may be more appropriate), spammers, phishers and virus-producers haven’t completely obliterated the effectiveness of email as a legitimate marketing tool—but they have made responsible email marketing efforts more difficult. For example, many corporate email systems now routinely block HTML images, so it’s critical to send messages that are effective in both plain text and HTML formats. They also frequently block attachments from unfamiliar sources, so avoid the use of attached files unless the recipient is expecting these.
Email Marketing
There are several ways to use email for marketing, including:
- Sending periodic messages or an internal email newsletter to your house list
- Sending promotional email blasts to rented lists
- Advertising in popular industry trade publication email newsletters
Webcasts and Podcasts:
Webcasts—also referred to as webinars—and podcasts are alternative vehicles for delivering thought leadership content. Use a webcast to present long pieces of information with an important visual component. Podcasts are a better format for interviews, short content items, or white paper promotion. For more about producing and using webcasts and podcasts, please contact us.