Email marketing 'must offer consumer value'

For newsletters to work as an email marketing tool, firms must provide the recipients with something they consider useful, an expert has explained.

Adam Audette, founder of AudetteMedia, made his assertion in a post for the company blog, urging firms to ensure their potential readers have a reason to open the email.

"Provide value in the mailings with unique tips, content, coupons and specials," he recommended.

Furthermore, the message should contain links to the corporate website, encouraging them to click through with the promise of further unique content, Mr Audette explained.

This, he added, will help direct highly-targeted traffic to the site.

Earlier this month, Tink Taylor, the development director of dotMailer, suggested a well-conducted email marketing campaign can help develop a firm's reputation and image.

Content can be key to the success of such a marketing programme, he explained.

However, Mr Tink warned, a badly-run email marketing campaign can lead to consumer apathy for a brand.