Best e-newsletters 'are similar to blogs'
Friday, 19, Sep 2008 10:48
The best online newsletters share many of the same qualities a good blog possesses, a sector commentator explains.
Writing on web resource Business Zone, Verity Gough states that such forms of communication should engage with their reader on a personal level, aid brand validation and, eventually, create more business.
She states the basis for any successful email marketing campaign is to plan thoroughly - identifying objectives, determining who it will be sent to and how often communication will take place.
Continuing, Ms Gough explains that opt-ins and unsubscribe links are "essential" for email marketing, as if they are implemented incorrectly consumers can be driven away.
"Email marketing need not be a complicated and expensive exercise. The key to success is keeping it simple, relevant, personal and interesting. Communicate the benefits and incentives quickly and make sure you listen to your customers," she concludes.
Sector commentator Graham Charlton made similar comments in recent days on the E-consultancy internet marketing news blog, stating brand marketers need to create "unique, compelling content" for blogs. 