It is important that newsletters are relevant and interesting if they are to be part of a successful email marketing campaign, it has been claimed.
Louise Rijk, vice-president of sales and marketing at Advanced Media Productions, made her remarks in an article for the Worcester Business Journal, urging firms to ensure they have copywriting plans before launching such a campaign.
"In an environment where people quickly scan their email boxes looking for a reason to delete email messages, your email must be relevant to their interest," she explained.
Furthermore, Ms Rijk explained, while it is vital marketers use a catchy subject line to attract readers, they should avoid the sorts of headings typically used by spammers.
Earlier this month, Glenn Edelman, vice-president of marketing at Wine Enthusiast Companies, told the Internet Retailer that the subject line of an email can "make or break" the success of a campaign.
He suggested that as recipients often make snap judgments about whether or not they want to read a message, the quality of a subject line is vital.
