Home > Email Marketing, Internet Marketing, Online Marketing, Pay Per Click > Creating An Impact with Pay Per Click

Creating An Impact with Pay Per Click

Terry Boddie, Agency Liaison Director, Marketing Media ManagementGuest Blog post by Terry Boddie, President & Agency Liaison Director at Marketing Media Management

Creating an impact is what your Pay Per Click marketing campaigns should be designed to accomplish. You should therefore consider every aspect of your marketing campaign when re-evaluating for the New Year.  Newsletters and email are usually two areas that are frequently overlooked during the evaluation.

Online newsletters are distributed through email servers, with the sender being able to receive detailed analysis on how many were opened or deleted, even highlighting the sections of the newsletter that were actually opened and read. Often the content of company newsletters is uninteresting to both current and potential customers, and the layout that is followed is very standardized. The newsletter should instead be something the audience looks forward to and can gain valuable information from.  It is recommended that the newsletter be simple to read, therefore a critical eye should evaluate the flow and layout. The visual impact should make people want to open it up and continue reading, so it has to be interesting and consistent to the identity of your brand.
Email marketing should operate in a similar way to how a newsletter works, by using a service which will provide details about all the open and click through rates for the emails sent.  The email services can also  ascertain the number of people who unsubscribe from your emails, therefore alerting you to a rise in dissatisfied audience. It is important that emails are eye-catching, and be more than a block of text. Bold images and graphics should be used, but must not be overwhelming.

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