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BizReport : Email Marketing : August 24, 2010

Comm100 Newsletter boasts 95% inbox delivery

When it comes to email marketing many brands are focusing on one-off emails of the 'deal' sort. But there is - and should be - more to email marketing that simply blasting out a deal of the day. Yes, deals of the day are important, but today consumers want information. Product information, reviews and - yes - deals. You can deliver them all through a newsletter. Here are three things marketers need for e-newsletters.

by Kristina Knight

comm100.gifFirst, content. Although an email newsletter is primarily a sales tool, you want to engage your client list. Give them information about upcoming product releases, tips for alternative product uses and user reviews. Most of the information can be pulled from your website, although it should be optimized for email. Include images, video clips if possible, and make the content unique and fresh. In other words, don't use straight website copy in an email newsletter. User reviews can be pulled direct from the website, but create product copy that is unique and fresh.

Second, deliverability. If the newsletter isn't delivered to the inbox, consumers read it. In fact, delivering into a spam or junk folder can cause the consumer to lose confidence in your business. Recently Comm100 announced that their email newsletter platform has pushed to a 95% deliverability rate; that is into the inbox, not other folders. The platform can also help marketers manage email lists, track readership and response rates and create unique email copy.

Finally, a call to action. Yes, the email newsletter should be filled with interesting copy, consumer reviews and product information. But there should also be a call to action. Whether in the form of a daily/weekly deal or a newsletter-only special, consumers should be directed to act on the information. From articles about alternative product uses, from consumer reviews and if possible from the images themselves, consumers should be able to click through to a landing page.

Tags: Comm100, email content, email deliverability, email marketing, email newsletter

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