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Simplifying Online Advertising Options

By: Mary Blackmon
Posted: June 24, 2008, from the February 2006 issue of Skin Inc. magazine.

page 6 of 6

Have that company create an e-mail with a great offer and a call to action, information on your spa, a link to your Web site and a forward-to-a-friend feature. Then, send away. It will go into interested, like-minded subscribers’ in-boxes, and they either will choose to look at it or not. If they do, fabulous. This is called the open rate, and you then can find out how many people clicked-thru to your Web site or took you up on your offer. It’s effective, targeted, qualified and easy!

Hint: Watch the subject line. Don’t use the words “free” or “offer” unless you want to risk your message being flagged as spam. Be creative and succinct.

Hint: Ask how often the company you’re working with actually sends out e-mails. Their list could be oversaturated and bombarded with e-mails. You want a list that is as fresh as possible so that potential clients will be hungry for your message and not be tuned out to the company’s e-mail lists.

A web of options

Use these tips to help you meander through the web of options for online advertising. Remember that it is necessary, it will help your business and it will increase your exposure to your clients. Ultimately, that will drive more revenue to your bottom line.