Most e-mail programs allow you to create a "signature" that automatically appears at the end of each message you send. Use this signature to reinforce your “elevator pitch” – provide your company name, address, phone number, URL, e-mail address, and a concise description of your business offering. This will be a great summary of your value proposition for people to whom you send direct marketing e-mails, it will reinforce your value for visitors who have opted to receive e-mails from you, and it can support viral marketing efforts – providing your information to third parties to whom your target audience might forward the e-mails. Using tracking and web metrics tools throughout this process is incredibly important. All too often a new website will try a myriad of techniques to increase traffic without the web metrics analysis to truly gauge which campaigns are successful.
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|Jennifer Mathes, Ph.D.|