It’s really easy to get used to a particular approach to online marketing and stick to it. More often than not an initial wave of good results will cause this, but you’re likely to find that churning out a repetitive promo will end up generating less and less interest over time, and even turning your customers off completely.

There are plenty of ways to keep things fresh, and with a little strategising you can find a number of different approaches that you can keep to hand in your marketing arsenal, picking and choosing to suit. Here’s an effective one to try out…

Occasionally promoting an individual product or service can be a great way to generate interest in your wider offerings. Singling out one area of your business can create a more exclusive focus to your marketing, making a refreshing change from more general sales advertising. When you’re only taking about one thing you’ve got a better chance of streamlining your message and getting a positive reception - then opening the door to other opportunities.

A recent e-flyer for Aston Martin Lancaster Cambridge (take a look at it in our portfolio) showcased a rare V12 Vanquish, presenting the car as a ‘last chance’ for prospective buyers. Another email marketing campaign for Porsche Centre Cambridge highlighted a unique pink Boxster, the only one of its kind available at the time. Both campaigns played on the ‘opportunity’ of the offering, instantly demanding attention.

As well as drawing attention to a particular product or service, this type of marketing can also generate interest in your other offerings and create clear selling opportunities that otherwise wouldn’t have existed. Although you’re genuinely advertising a single item to begin with, you’re ultimately exposing your prospective customers to everything else that you’ve got to offer once they click-through to your website or walk into your shop.

Think about what you’ve got to promote from every angle, and you might find that an occasional detour from a usual approach can deliver results.

Take a look at our newly updated portfolio page to see a selection of what we’ve been creating here at Green Media during October. You’ll find our debut Lamborghini and Toyota e-flyers, the website for Brenikov Training and the latest Aston Martin email marketing.

We’ll be updating the page regularly, so be sure to check it out again soon. Next month’s additions include an absolutely stunning Bentley email marketing campaign, which is our first sole branded work for the classic marque.

Today’s financial climate demands that you keep on marketing, but it also demands a more pragmatic approach to your advertising in order to continue being effective. Marketing for marketing’s sake simply won’t deliver the results you need now.

Prospective customers are resistant - even immune - to traditional hard sell advertising during an economic downturn, and you could be wasting budget to carry on with the same approach that perhaps worked for you two or three years ago. Think about what you’re offering, and how you can offer it in the most suitable way for today’s buyer.

A recent email marketing campaign for our client at Cloverleaf Honda took a direct conversational copy style, outlining Honda’s response to the credit crunch and showcasing some models with massive savings. This moved away from the typical salesy marketing that a customer might be expecting, and towards a more open tone. We combined the copy with a clearly laid-out branded design and a personalised email subject line, and as a result achieved a click-through rate of almost 30% - smashing the industry average of between 5-10%.

These results show that the customers are still out there - it just takes a different approach to successfully connect with them now.

We’ve revamped our in-house email marketing system in the last few months to incorporate some exciting new features and introduce a new presentation interface. The new system, which is currently going through its final test sessions, will supercede our EDM for Business platform when it launches later this month.

Throughout the last eight years the Greenmedia system has provided email marketing to some of the biggest names in various sectors on a global scale, with phenomenal results across the board. We’ve built up an email marketing client list that currently includes the likes of Aston Martin, Audi, Porsche and numerous other prestigious marques - all of which have been acquired due to the continued strong performance of the system. We thought the time was right to take it to the next level, so, that’s exactly what we’ve done.

We initially created the system because we couldn’t find anything out there that provided all of the email marketing features we wanted to offer our clients. In building from scratch in-house with our own development team, we were able to produce a system that offered the latest features in a single, scaleable package. In the eight years that have passed since version 1.0 went live, there have been countless additions and amends, but it is still the case that nothing else quite like it exists in terms of mass email marketing packages. We firmly believe that Greenmedia’s email marketing offers a superior service, and our experience in the area is second to none.

The revamped version marks the biggest change to the system to date, and we’re sure that it’ll provide the platform for even more email marketing success when it goes live soon.