A fresh layout, informative content, clearly structured: the new homepage of our client HAB HERRMANN Apparatebau GmbH (HAB) is something to be proud of. ‘Do good and talk about it’, as the saying goes. This principle is especially true in public relations. So the main object was informing longstanding clients as well as recently interested people about the advantages and the new developments of the company and its products. And the question to be answered was which medium to use to that effect.

Despite the host of possibilities provided by the classical field with its print products, the Internet is increasingly becoming the dominant market place for messages relating to companies or their products. The advantages are only too obvious: once you have compiled the content, sending out hundreds or thousands of copies – as an e-newsletter, for instance – only costs a few cents and compared to printed versions also saves lots of work (printing out, packing, posting) while arriving at its addressees all around the world at the same time.

Depending on the software used to send out the electronic mailings, there may be further advantages, too. For example, some of these tools, like the ‘eyepin’ programme, allow a quality check shortly after sending out the mailings. How many of them did actually arrive, what percentage of them was opened, and which topics were interesting for which group of recipients? A few mouse clicks can supply the answers to all these questions.

E-marketing software gives you a lot of creative freedom, too. The basic template features of the mailings are brought into line with the structure of the new company homepage. The topics are broached only briefly and readers who are interested in them are then redirected to a landing page on the Internet pages of the company. Signing on for the newsletter can be done via a mask on the homepage that is directly connected with the e-marketing software – a perfect interplay of two entirely different systems. Thus the homepage becomes a central point of reference for clients and other interested visitors who are looking for news from the company – and in the best case, they will talk about what they have read there…

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