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Email marketing for your brand: ditch the banners and buttons

When it comes to online marketing, you have options and these should be weighed up in terms of what works for your unique brand. This is because any return on investment should be considered initially before undergoing a digital campaign. Looking at the statistics and returns that are received from the various forms of marketing are essential to your business's benefit; otherwise these efforts and investments will prove simply futile.
Email marketing for your brand: ditch the banners and buttons
Banners and buttons

A banner is the industry standard term for a graphical ad of a certain size. The majority found on the Internet are referred to as a 468x60 banner. The other typical characteristic of a banner, while not compulsory, is that it is hyperlinked to a destination specified by the advertiser. A button is identical to a banner except that it's simply smaller.

Banner and button advertising is great, when used in a very specific situation and in addition to other marketing mediums. According to a forum on, this method of advertising is most productive on a high volume site and even then it does not ensure the best quality prospects. Ultimately it is incredibly difficult to monitor the success of banner and button marketing which leaves you clueless as to what you can do to increase your ROI in the future as there is no way to decipher what works and what doesn't.

Another area of concern when it comes to banner and button marketing is that if you do not put them in the right locations than you could render all your potential market redundant. Suddenly this method of advertising becomes a risky game of Russian Roulette where you may never see any kind of return on your investment. In addition to this you could find your banner competing with a number of other banners or buttons which could deter the user rather than attract them as the page becomes flashier and more irritating than interesting.

The sure-fire benefits of using email marketing for your brand

Immediately when you choose to use an email date rental agency to conduct your email marketing campaign you have some kind of statistical insurance of what you can get out of this kind of investment. This is down to the ability to be able to measure click through rates when using email marketing. On average, the banner/buttons click through rates in South Africa are 0.6% and response rates for traditional media in SA is 0.1%. At Digital Fire, the average response rates are between 10% and 30% (depending on the subject line, call to action, design, etc). This phenomenal response rate to email marketing comes down to the segmentation of your email data and how that works in terms of what the consumer wants from a brand.

What consumers are looking for when they receive information:
  • Specifics: To the point, useful and interesting.
  • Relevance: The most up to date, innovative area of the subject.
  • Frequency: The information has to come at the right time and for the right reasons of motivation.
  • Personal appeal: an individual wants their information to cater to them as a unique person. Custom made information.
  • Content: the content is the most important area to focus quality. Aesthetically rich and value loaded content is what will keep the client appreciative and responsive of the information.
  • Quality: people want to receive something that doesn't look like it's been mass produced, made of plastic and of no consequence. Information laced with time, effort and taste is the quality clients look for in information.
By going the extra mile and using a data rental company for your email marketing scheme you are ensuring that you are paying attention to what your client is interested in receiving according to the above six attributes of good information. Once you have ascertained a segmented and well researched database you have your ideal target market.

27 Oct 2011 13:03


Rolv Heggenhougen
Rolv Heggenhougen
There's no doubt that email marketing works BUT in addition to the traditional email marketing (mass email) one should look at another marketing opportunity and that is the emails we all send from our corporate email addresses every day. I represent a company that has developed a solution for just those emails and thus this post.The basic idea behind WRAPmail is to utilize the facts that all businesses have websites and employees that send emails every day. These emails can become complete marketing tools and help promote, brand, sell and cross-sell in addition to drive traffic to the website and conduct research. WRAPmail is available for free at WRAPmail also helps search for missing children with every email sent by incorporating an optional RSS feed from the Center for Missing and Exploited Children
Posted on 27 Oct 2011 14:59

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