A marketer can never overlook or underestimate any means of communication to reach out. Since Internet is undoubtedly the next big thing in communication, Web sites and emails are the basic requirement for the cyber way of business. A Web site is the very cost-effective way to disseminate any information to anyone regardless of time and location, while email is the very efficient way for correspondence. Emails have been used together with Web sites ever since the Internet has been taken seriously for marketing purposes. But the limitations on technology in the early times of the Internet e.g. text based emails and non-interactive Web sites during that time had made things unfriendly to the users and difficult for marketers to maintain the “online connection”. But slowly, the online scenario started to change as the Internet technology kept on improving.

With HTML enabled email now, it is possible to “merge” your Web site and emails related to your Web site. Web sites nowadays allow site visitors to personalize their email messages if they wish to obtain certain information from a Web site. The HTML email is just the right tool to fill in the gab between the visitors and the information. It serves as a reminder, a lead to a Web site, and the platform for better business relationships. With HTML, email will be able to present the personalized information such as titles, summaries and tips in creative and stylish ways, with links to designated pages for full information.

Other than “designing” the email messages, the art of writing the email is equally important. An email message have to be accurate, brief and concise (the ABC rule) because some people don’t like or have the time to read the message on screen. Let the users opt-in for more info, don’t push them to read a bunch on information. A heading with a few lines of description will be okay for a topic or issue.

We need to keep in mind that the Internet is driven by information. If you can master and present your information well enough on the Internet, you will be able to create a group of loyal visitors. Sometimes, it is not a bad idea to give away something free in exchange for more opportunities to reach out.


Source: Frank Cheah