Cwi Associates - E-Media And E-Direct Mail: "Click Here For"

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E-Media And E-Direct Mail: "Click Here For"

E-Media And E-Direct Mail: "Click Here For"

We should have called this "e-enabled media" and "e-enabled direct mail". You need to regularly give your customers a reason to visit your web site. And if you can get them to sign up for an opt-in newsletter, of just accept your e-mail, then you can stay in touch even if they don't care to visit the site. Want them back to the site for offers and news? Imbed relevant click links back to your site.

So make sure you have a good reason to contact them with your information and opportunities. Give them a reason to visit your web site: for more information, for coupons, to register for your "on sale and new product hot list," to get directions, to learn about special member deals, and more.

Some important considerations:

EVERYTHING you do by way of advertising should include a reference to your web site.

With the explosion of cable and DSL Internet connections, most of your customers at the household level will eventually have the ability to easily view rich multimedia content. Over time, this web content will become a logical extension of your media ads which in time will focus increasingly on getting people to the Internet. The best of your product suppliers have already anticipated your need for digital content. Make sure to contact them. If they don't have it now, they will before too long.

Via the Internet, your material is available to customers and prospects 24 hours a day, 7 days a week. And you can update it at will. More than that, you now have inter-active possibilities. "Click here" for this and "click there" for that. By tailoring your e-mail to each unique customer you can bounce them back to your site for coupons and offers tailored to their interests and needs. Reward them for providing you with the information you need to serve them better. For example, have them "log-in" to fill-out your register form in exchange for an immediate discount and on-going private sale notices.
[See E-Commerce Done Right and E-Mail and E-News for a review of one-on-one marketing and personalization.]

These techniques will become especially critical in the days ahead. A revolution in content delivery will soon transform how consumers use broadcast media. Systems are about to become available where standard broadcasts carry additional even unrelated content with "meta-tags." Consumers will record this tagged content and the digital VCR will be programmed with their interests. They will have no need to view content "live" and can replay it at will, with and without ads.

Get used to it. A new digital day is dawning.
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