News & Events

Email marketing content 'should be user-friendly'

Date posted:

13th May 2008

Email marketing should always be relevant for its audience, it has been claimed.

Marketers who use email as part of their direct marketing (DM) campaigns should take care to ensure that their content is suitable for their target audiences, an industry writer has attested.

According to Nick Stamoulis, writing for the Email Marketing Journal, millions of people sign up for email newsletters each year, but they are likely to unsubscribe if the content they receive is irrelevant, poorly written, or written in the wrong style for their age group.

Mr Stamoulis said that while email marketing is a useful tool for DM campaigns, not all the content sent out is user-friendly and not all marketers are considering this enough.

"Your email content needs to be written at a level that is easy for your readers to understand and enjoy. That way, they'll keep opening your emails … as long as the content is good," he said.

In related news, a technical advice expert said yesterday (May 12th), that he believes interactive email marketing still holds valuable potential for assessing response to advertising.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.