Review articles 'can drive traffic to business websites'

Businesses can improve click-through rates from email marketing by publishing product and service reviews on their website, it has been claimed.

Writing for Econsultancy, industry commentator James Gurd said circulated emails are an ideal way to promote hosted content.

He stated: "Email is a perfect channel. Start simple by sending an email with a relevant top-rated product and link through to the product and a ratings and reviews landing page."

Mr Gurd said the next thing firms need to do is increase the sophistication of their email marketing campaigns and HTML email newsletters.

"Segment your email audience so that individuals receive review content based on their browsing and buying behaviour," he advised.

Jeanniey Mullen, a speaker at this week's Direct Marketing Association Email Customer Lifecycle: List Growth event, has told ClickZ that planning is the key element for all email marketing campaigns.

Written by Mark Hainsby