A marketing expert has advised companies to identify and strictly adhere to an editorial focus in their email newsletters.
Ann Pruitt, an associate at 60 Second Communications, explained that newsletters that have a strong editorial focus are the ones that readers will invariably be drawn to.
Writing in the 60 Second Marketer, she also advised marketers to establish regular columns and features so recipients can learn what to expect and cultivate a ritual with the newsletter.
In order to entice sales leads with a sample of what they can expect from content, marketers are also urged to make use of short teaser articles.
“For articles longer than three or four paragraphs, use teaser intros to get the readers to click through to the article on the website,” Ms Pruitt explained.
“This also helps you track which articles are of most interest while making it easy for the readers to get to what they want.”
Jon Maddison, UK country director at Epsilon, recently predicted that traditional marketing platforms will be increasingly complemented by new forms of digital media over the coming years.