'Message crucial' in email marketing

Email marketing materials should not simply be seen as a platform for firms to communicate 'sales talk' to their potential customers, it has been claimed.

According to Mobilize Mail, common sense is "fundamental to success" when it comes to deciding upon email content, and many firms can waste a key opportunity to connect with their audience by sending the wrong messages.

Writing for BusinessBlogs, the firm claims that readers have no interest in how fantastic a company is, how bad its competitors are, or how many awards a product has won.

Rather, they wish to receive insightful, helpful information on particular products or services, news about deals and promotions, and updates on the general topic of interest, Mobilize Mail suggests.

Consumers' trust is difficult to win and easy to lose, the site says, meaning firms must think more carefully about how they construct email marketing messages.

Earlier this week, Nik Margolis, head of digital and direct at DCH, told Marketing Week that quality is essential in all email promotional materials.

Written by Debra Hastings-Henry