Arcot Puts its eNewsletters in the Spotlight
 Arcot is a leading provider of software-only, strong authentication and digital signing solutions. The company's solutions help financial institutions, pharmaceutical companies and online retail sites to protect their customers, partners and employees. Arcot has been archiving its eNewsletters on its Web site since the first issue, and according to Carol Alexander, Arcot vice president of marketing, there are several reasons to do so.
Promote an active image
First and foremost, said Alexander, Arcot understands the importance of maintaining a dynamic Internet presence. "You need to show customers that you're an active company by posting new and interesting content."
"Posting a newsletter shows that you have an active Web site and a progressive company. When people come to our Resources site from a particular campaign, they see our newsletters. They can find more information about what we do. Maybe they sign up, and we have another name to put into our campaign process," Alexander said.
Attract new subscribers
Because Arcot posts its most recent newsletter and archives all past issues on its site's Resources page, Alexander hopes it will be easier for readers to find content that they want to revisit.
"We also want new subscribers," she said. "If they happen to notice the archives on our Resources page, they might sign up." Attracting new subscribers is one reason that Arcot opens its archive to all visitors, rather than restricting it to subscribers.
Some companies are reluctant to begin an archive, worried that maintaining it will be difficult or time-consuming. But as Alexander told us, "It isn't rocket science. The hardest part is setting up a process to remember to post at the same time the eNewsletter goes out.
"But actually posting is a no-brainer. We get the links from Proven Systems, we send them to our Web designer, and he posts them. It's one of the easier things that we do on our Web site."
Stay in front of customers
Promoting the newsletter online is another way that Arcot takes full advantage of its eNewsletter investment, Alexander pointed out. "We want to expand the base of people who know who we are, and who will think of us when they have an authentication project." To encourage new subscribers, Arcot "has several touch points on our Web site to direct visitors to subscribe," Alexander said.
Proven Systems' eNewsletter experts can walk you through the process of creating or archiving an eNewsletter or eFlier to help keep your company in the forefront. Contact the professionals at Proven Systems at (800) 720-5398 or info@provensystems.com to learn more. |
