Html email newsletter content 'has to be relevant to subscribers'

Email marketing is a powerful tool and should not be overlooked by focussing on Twitter, online pr and web 2.0, it has been asserted.

Customers' primary communication tool when online is email, Andrew Gordon, writing for Econsultancy, said.

As such, html email newsletters should be an essential part of any organisation's or individual's campaign.

For email marketing to be as effective as possible, content has to be relevant. Subscribers will only open and thoroughly read a newsletter if it interests them and meets their requirements, Mr Gordon noted.

Including a brand name or a real person's name in the 'From' field on an email increases the open rates of html email newsletters.

Html email newsletter content should deliver on expectations that arise from promises laid out in the subject line and misleading language should be avoided, Helen Leggatt, of bizreport.com, recently explained.

Mr Gordon added that delivery rates should be monitored and Email Service Providers should provide guarantees that emails are getting through.

"As with open rates, if your emails are [not] being delivered then they not doing you much good are they?," he said.

Written by Greig Daines