Before we get started, it's important to discuss the most common mistakes made by companies as they begin to market themselves with emails and online ads.

1. --Staying one-dimensional like email-only because of its immediate, feel-good feedback and Click-Through-Rate (CTR) immediacy. (THIS DOES NOT MEAN you don't need email newsletter advertising. There's no quicker way to get people to your website, buying your products. It means you can't rely solely on emails and CTR tracking.)
2. --Using web-ad-placement services based exclusively on price, which places your ads on sites that do not advance your company’s image and often do just the opposite.
3. --Over-valuing expensive search-term advertising when brand advertising and diversified marketing approaches are what get your name typed into the search field in the first place.
4. --Undervaluing brand advertising that has a long-term view and concentrating only on immediate-response, click-focused advertising. Brand advertising is just as important on the Internet as it is in TV, radio or print.  Most of the mistakes relate to one thing: The difference between clicks and ad value. Numerous studies repeatedly demonstrate that companies make a mistake if all they do is count the clicks without placing value on the exposure of web and email brand advertising.
   
    

So how do you avoid these traps? By making your online marketing message multi-channel. Start below.

Let's begin to learn more about email newsletters and why they should be the core of your online advertising portfolio. →