What is Branded Email & Why You Need It!
By Tom Martin

Imagine a world in black and white.  All cars are black, all TV
commercials are black, all magazine ads, all newspaper ads, all
advertising and marketing is black and white.  Think of how many
times a day you are exposed to a medium that is designed to sell
or market to you.  Now, think of all of these in black and white.
Welcome to email. Prepare for a difference.
Let's talk about "Branded Email."  What is it? Branded Email is email sent out on a one-to-one basis with corporate branding elements included in the email.  The branding elements can include corporate logos, website links, tag lines and the overall look and feel to match
the company website and/or paper company letterhead.

Branded email is here to stay.  It is an opportunity that cannot
be missed. Under the most conservative figures, over 7 billion
emails are sent each day.  Some reports show that number to be
closer to 30 billion with an anticipated 60 billion emails send
per day by 2006.

Email is taken for granted and all attention to this magnificent
technology is focused on mass mailing and email marketing.  Why
is it that we never think twice about the 5-10 emails we send a
day?  Let's do some quick math to illustrate the impact everyday
email can have.  With 20 people in a company sending 10 emails a
day, over the course of a year on a 5-day workweek, that company
will be sending out over 48,000 emails!  48,000 pieces of
one-to-one communications are sent as plain, black and white
correspondence.  This is equivalent to sending out 48,000
letters on plain white paper!  Isn't this an incredible missed opportunity?

Individuals in charge of their corporate image have not placed
enough emphasis on their electronic communications.  One-to-one
email correspondence is a direct link to the hearts and wallets
of the customers.  We like to use the analogy of CPR when
dealing with email.  Every email sent deals with "C", "P", "R" -
Customer, Prospect, and Relationship.  They are a customer, a
prospect, or an established relationship.  Company customers are
only customers until they have been targeted as a prospect of
another company.  With global ties and instant communication,
the staging front for the retention and acquisition of a fan or
customer falls into the "Inbox".

Branded Email turns your plain emails into professional
corporate representations.  Today, email is becoming one of the
most important tools a company has.  With so much time spent in
creating all of the company's marketing and advertising pieces,
why is so little spent on the tool they will use the most?  We
cannot stress enough the importance of your everyday email and
the impact it has on those who receive it.  Every company, every
day, everywhere is fighting for space in someone's "Inbox".
Whether it is a large corporation or a small corporation, the
fight exists and in the "Inbox", the company size holds no
bearing.

The inbox is the modern day interpretation of a level playing
field.  What lies within the content of the message is the
perception of reality and the level at which that company
operates.  Small companies, who leverage their inbox strategies,
increase their odds for success and growth.

Email has stayed stagnant long enough, it is time to take
advantage of what we presently have and make it work for us.
With global trade barriers shrinking by the day, you must do all
you can to ensure that you retain the right to your customers
and fight the Inbox battle.

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Tom Martin is the President & CEO of OnLetterhead, a leading
provider of branded email solutions for customers ranging from
individuals to the Fortune 500. For more information on branded
email for you, visit our web page at http://emt.onletterhead.com
or email us at olhsales@e-marketingtech.com .