Festive newsletters 'require careful thought'

Companies considering adding a festive note to their email marketing or news letters this year should plan carefully to ensure they do not annoy consumers, an expert has said.

Henry Hyder-Smith, the managing director of email marketing solutions firm Adestra, told e-consultancy that adding festive messages can be effective but must be thought through.

It is important not to add a Christmas message to a newsletter too early and ideally, marketers should not do so until the beginning of December, he suggested.

However, adding a note after a competitor has done so can look unoriginal, Mr Hyder-Smith continued.

Additionally, he urged firms to consider whether a light-hearted festive feel is appropriate to their newsletter.

"This is not for everyone as it does not always fit with serious messages and briefings. Make sure your redesign will not cheapen your content and does not detract from your core brand values," concluded Mr Hyder-Smith.

Adestra is a UK email marketing agency which seeks to help firms use relevant email to drive traffic and revenue.

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