If you're new to digital marketing, you're not alone—and it's never too late to start making an online impact. This especially holds true with email—which, for many marketers, has proved to be the Golden Channel. Case in point: Seiko. "Two years ago," writes Dianna Dilworth in an article at DM News, "Seiko did no digital advertising to promote its popular men's and women's watches. Today ... the New Jersey-based brand spends about 20% of its advertising budget on digital channels such as email."

Dilworth reports that Seiko now uses email campaigns to reach three specific constituents:

• Customers
• Retailers
• Media

Every 2.5 weeks, Seiko sends tailored messages to each group; additionally, the company sends special Elite Club updates to 25,000 customers who have opted in for additional news and promotions. According to Dilworth, Seiko project manager Debra Purdy said, "We are reinforcing what we have done in radio, TV and print through these emails." In the process, Seiko has achieved an average open rate of 26 percent, with click-through rates of 6 or 7 percent.

Les Perry, Seiko's EVP of sales and marketing, told DM News: "Email re-emphasizes everything that we are trying to do from a brand perspective. There is a different message based on who it is going to, be it a consumer email or a PR email. But it all ties in with the overall advertising campaign."

The Po!nt: Mine that golden channel. Don't forget: email always has the potential to enhance and energize your other marketing channels.

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