Websites considering revamping their email marketing strategy for 2008 should ensure their communications contain interesting and engaging content, an expert has commented.

Online strategy firm Sign-Up.To has argued that companies should be careful with their email marketing campaign in order to protect their reputation.

Tactics such as buying lists or contacting people who have opted-out should be considered "stealing time", the company suggested.

"Putting effort into creating interesting content that engages your audience will pay dividends. Not only will you get a better response from your current subscribers, you’ll also find you get more referrals," Sign-Up.To continued.

Marketers must give consumers a reason to pay attention to their emails, it urged.

Recently, email marketing firm GetResponse called upon companies to provide useful and unique content in order to build and retain subscribers.

It also highlighted blogging as an effective way of building newsletter subscribers, suggesting firms include sign-up forms on each page of the blog.