In today’s competitive marketplace, marketing is a necessity, not a luxury.  Whether you are a corporation, a small business or a not-for-profit organization, it is essential that your name and message always be in front of your customers.

The Internet can be a crucial key in marketing your organization.  Of course, it does not replace other, more traditional (and non-traditional!) marketing tools.  Rather, it complements and magnifies your other approaches, and allows you to reach new audiences at very low cost.  While some may think this tool is only for big corporations and high-tech “dot-coms”, this is far from the truth.

Your website is the first and most important part of your Internet marketing.  It is essential that the message conveyed on your website is consistent with your marketing message and priorities.  Of course, your site should be fresh, inviting and updated regularly.  Provide the option for interactivity – a way for the communication to be two-way.  That is one way that the Internet is different from other media.  Add message boards where people can interact with you and with each other.  Use polls and surveys to find out what is important to your viewers.  Your most current campaign, special or focus should be highlighted, with easy access to more information and a way to take action – make a purchase, sign up, send a message - whatever it is you want your customers to do.  Make it easy for them to take action while they are there, right away – get them to “click here now”!

But websites are a destination – people have to go there to see your message and take action.  It is also important to get your message right in front of your customer or constituent – go out to them and make it easy for them to take that action.  Email is a terrific way to do that, and should be a key element in your marketing and communication.  Email can be a way to stay in touch, to reach selected audiences, and send out information.  You can use email to drive viewers to your website, where you can give them more information and get them to take action.  You can even have that “action option” right there in the email.  Using your organization’s database lists, you can customize your mailings and personalize them using mail merge techniques.  You can target information to specific groups.  Keep in touch – maintain that bond through communication!

Email newsletters are a terrific way to communicate with customers, constituents and supporters.  Information of importance to the reader can be delivered directly to their inboxes, making you a valuable resource.  People read e-newsletters from sources they know (you are reading this one, aren’t you?).  Text e-newsletters are simple to produce and can be one way to get your message out quickly and easily.  Even better, HTML newsletters such as this one contain color, graphics and other elements similar to web pages, and are easier to read.  They have a higher open rate and more “click-throughs” – readers who click on the links in the newsletter.  What’s more, you can even get statistics on how many people open the newsletter and actually click on each link.  Web Strategies can help you develop email newsletters that can even send the right version to AOL readers and people with older email programs that don’t handle HTML.  You can have a consistent look and feel as with your website – one part of your “branding” process. 

SPAM is a concern for everyone who uses email, and it is important that your mail not be lumped in with the junk that clogs our inboxes.  E-newsletters from a respected source are usually welcomed, especially when they provide informative content beyond the commercial message.  Make sure you send your newsletters only to people who would want to get it – your customers and supporters, those who have signed up, etc.  Purchasing email lists is usually a bad idea – you can get labeled as a spammer and even be blocked or blacklisted.  And you must give readers the option to get off of your list.