e-Marketing opportunities pervasive, relatively inexpensive and easy
to implement. As a result, e-Marketing programs make up a
significant portion of a company's marketing mix.
e-Marketing refers to a wide variety of
projects with a wealth of information existing on each component.
For our purposes, we have separated
site projects into its own category to simplify the explanation
of our services. So, e-Marketing projects according to
HighPoint Marketing include projects such as the following:
As with every marketing project we undertake, we begin with a
planning process. We always consider the overall corporate
messaging, goals and branding strategies. We take an
integrated approach to every communication, regardless of the
In addition, our clients benefit from the combined analysis and
creative expertise. We're marketers with executive experience
and MBA level education. Plus, we're creative minds
accomplished in using the best design techniques for the medium and
audience. We're all in one, so there's no conflict among the
diverse marketing disciplines.
For example, during the planning stage, we consider these marketing
your target audience?
the best medium to communicate your message?
the business purpose of the e-mail communication?
the communication support the value you offer to your target
the campaign frequency? How often will you communicate via
e-mail to your audiences?
results do we expect and how will we measure them? What
are your goals for open rates, click-through rates, or
unsubscribe rates? What seems to drive the desired
When we begin
the design phase, we answer questions both from a creative and
technical perspective. Some of these questions include:
screen resolution should we design for, and should it be for the
lowest common denominator (based on what we know about our
technical scenarios will we encounter, including hardware, ISP,
browser and e-mail client issues? In other words, will the
e-mail design appear different to various users based on their
How do we
differentiate our design and message from our competitors and
other e-mail noise?
personalize the message to each recipient? Do we also have
a text version available?
"From" and "Subject" lines will be the biggest determinant of
whether your e-mail gets dinged as spam, we give careful
consideration to these areas that we believe can make or break
your recipient see if they use preview panes?
impact will various e-mail clients have on images incorporated
into your design?
What is it
that you want your recipient to do, or get, after reading your
e-mail? In other words, what's the value they receive?
If you want to convert your recipients to your Web site or
download an article, white paper, etc., it’s critical to create
a consistently-branded experience for your subscribers through
the e-mail and landing page.
allow enough time in your project schedule for us to test
repeatedly using different situations and configurations before
sending live to your subscriber list?
your entire e-mail blast...planning, content, design, configuration,
evaluation, etc. If you have an available list, we work with
that; or we can help you develop an effective opt-in distribution
project is completed, we work with many e-mail distribution services
and are familiar with different configuration and usage
realize good e-mail design is a constantly evolving process.
What works today won’t necessarily work tomorrow. It's our
business to educate ourselves continuously on content trends and
With on-line advertising projects, it's important to keep the unique
advantages of this medium in mind. For example, on-line
advertising can be micro-targeted. It's possible to reach very
specific audiences. So, your marketing efforts can be more
streamlined and efficient. In addition, your ads can
incorporate real interaction between you and your targets.
Instead of static ads, you can create interesting, multimedia ways
to convey your message.
As with all projects, HighPoint Marketing fully exploits each
medium's characteristics for maximum results. With on-line
advertising, we work with clients to develop strategies to increase
ROI instead of simply "number of clicks." We also tailor the
ad's design to strategic goals.
Successful on-line advertising must address the following issues:
the screen should the ad be placed to gain maximum brand
target, or context, should the ad be served? This is
equally important to the ad design and content. Just like
traditional direct marketing, the "list" determines the
successfulness of the campaign.
the most appropriate frequency of the on-line ad? If the ad is
seen too much, it gets boring; too little and you risk not being
seen at all.
should be incorporated into the ad to convey the intended
message? Video? Animation?
metrics should be used to measure the ad's effectiveness?
As stated earlier, simply measuring click-throughs does not
account for the benefits of exposure. Your ad can build
awareness and impact behavior without viewers actually clicking
Marketing can work with you on banner ads, e-newsletter ads, Google
AdWords, Blog ads, and all other types of on-line advertising media.
Webinars are being used extensively to generate qualified sales
leads for businesses. When done well, webinars can be an
effective marketing tactic. However, to construct your webinar for
the best chance of success, you must nail the following three
all marketing projects, you need an appropriately targeted
the right communication vehicles to solicit and maintain
attendance. For example, you may want to build a webinar
list by incorporating some intermediary marketing activities
first. If you're soliciting new prospects, you should
develop a low commitment offer first before you invite them to a
to make sure you develop your webinar so it provides real value
for attendees. Giving up an hour of time during the day is
a big commitment for any attendee. Your attendees won't be
happy and will bail if you make your webinar a sales
With our solid background and broad-based expertise, HighPoint
Marketing can manage your webinar from start-to-finish. We can
develop a sound strategy for promoting your webinar, execute all the
promotional tactics, create your webinar content, including your
presentation materials, handle the technical issues of hosting your
webinar, and measure the effectiveness of the event.
A proven track