You spend time, effort and money in developing a brand identity, then have it applied to a new website and stylish marketing literature, and you commission stunning photography. So, why would anyone choose off-the-shelf e-marketing systems that do more to promote the carrier than it does the corporate message, in the case of the ConstantChimpMails of the world? Worse still, the e-mails are often badly written and have little bearing on the company’s corporate identity.

I don’t understand why marketing departments think that the can get away with the cheapest option for e-marketing, when e-mail is still one of the best ways to connect with customers. Other than writing an actual letter you don’t get much more personal than sending an e-mail, which is why they deserve to be treated with a lot more respect.

Everything that is issued by, or on behalf, of a company is, by definition, a function of the wider public relations and communications function. E-marketing is about building a relationship with your company’s publics (plural intended), whether we’re talking about your customers, suppliers, bankers, shareholders or employees, so send them something that is well-written, designed to reinforce your brand messages and ensure that the e-mail does not include the logo of the company that is issuing the e-mails.

So, what is to be done to improve the quality and effectiveness of your company’s e-marketing activity? Ideally, you talk to a company that can write, design and distribute the e-mails, but if you use on online e-mail system then at least pay for the professional option, which means that 3rd party logos are removed. Either way, you need to produce engaging, relevant and informative e-mails to get your customers coming back for more. You don’t always have to include give-aways or special offers, provided that the recipient perceives that they’re getting something from the transaction: their time in exchange for something from you.

Put yourself in the shoes of the recipient and think about why you opt-in to some corporate e-mails, and why you choose to opt-out of others. This way you can start to think about how to enhance and build relationships and not simply to increase the size of the database.

Ultimately, the message here is simple: you have to be rigorous with everything your company produces that is intended to promote, market or in any way influence the behaviour of the recipient.

If you’re looking to boost your company’s e-marketing don’t hesitate to get in touch.


Simon has been running Opera PR for over 10 years and enjoys photography, mountainbiking, reading, cooking, politics and current affairs, he is also a bit of a Francophile.

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