Email marketing and your brand
Not sure that email marketing impacts your brand strategy? Consider the following:
Monitoring brand reputation through social media can help avoid disaster in other areas. Promoting a product or service that is falling flat in the market only perpetuates the problem. By monitoring how your products (or those of your suppliers) are doing in-market through social media, you can get a good feel for which products should, and should not, be featured in your email program.
Relevance is only getting more important. We are all growing a bit tired of talk about relevance. However, your ability to deliver relevant content impacts your brand's reputation, both online and offline. As brand reputation becomes a bigger online focus, make sure your email program is enhancing, not detracting, from that reputation.
Branding is no longer about simply being known, but being known as good global citizens. Several companies, like Chase Financial Services, have used social media as a tool for getting fans involved in their charitable endeavors. For example, some companies have broadcast their relief efforts in Haiti by using email to notify subscribers.
- MediaPost
