One problem often arising out of emailed newsletters is that they rarely deliver the good quality content they promised, an expert has warned.

The owner of Brick Marketing, Nick Stamoulis, wrote in his Email Marketing Journal blog that it can be hard for a company to continually create exciting articles for its readers.

He suggested firms include case studies in their messages, such as success stories and events which relate to the relevant industry.

"Write it in a fun, personal manner or even interview the person you want to talk about. This will give it a more personal touch," Mr Stamoulis explained.

Other content which readers are likely to appreciate includes money saving tips and "insider’s secrets", which can encourage recipients to read future messages, he added.

Marketing resource EmailLabs suggests companies use their newsletters for more than building communications.

It advises firms to fill their content with links to their website where relevant.