Maintaining an effective email newsletter can allow a company to connect with its customers and reinforce its brand, an online marketing expert has explained.

Writing for the Eastside Business Journal, marketing consultant Susan Burnash said that a well-targeted campaign can also provide a touch point for repeat business, new business, donations or attendance at events.

Ms Burnash advised company owners to create an editorial calendar – picking themes in advance and gradually collecting information which might be useful to include.

Information in the mail-out should also be relevant to the recipient – for example case studies and expert advice, she commented.

Linked into this is reader engagement, suggested Ms Burnash, which can help build an interactive relationship with clients.

The tone, content and layout of a firm’s e-newsletter should also reflect its branding in order to present a coherent message, she added.

Finally, to encourage click-through success, newsletters should contain summaries of full articles with links to the company’s main page saying "to read more…" or "for the complete article", she concluded.

E-consultancy.com has explained that companies should try to "re-engage" with subscribers who have ceased to open their email newsletters by changing their emailing tactics.

For example, the consultancy said, this might mean offering special deals, improving subject headings or sending fewer of them.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.