The email newsletter is a useful addition to the small business' marketing arsenal but isn't always easy to crack. Verity Gough gets practical and discovers how to give your campaigns some va-va-voom.
The best e-newsletters share many of the same qualities as a good blog: they engage the reader at a personal level, encourage them to link back to your site, help validate your brand identity and eventually create more business. But in a world fraught with data protection issues, opt-in/opt-out clauses and spam filters, how do you stop yours from ending up in the junk folder?
Before you get carried away with the creative aspect of a newsletter, the most important part of any campaign is the planning. What are your objectives? How often are you going to send it out? Who is going to receive it and how do you get subscribers interested in what you have to say?
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