Email newsletters 'still have a role in ecommerce'

10:51 24th December 2009

Email newsletters will continue to support ecommerce trade for the foreseeable future, it has been suggested.

According to marketing commentator Gus Sentementes, the documents are an important way of communicating with customers and drawing their attention to particular products and services.

Writing for the Baltimore Sun, he said that despite the growth of other channels, email newsletters continue to support attempts to retain consumer loyalty and maximise revenues.

Mr Sentementes noted that they can be very specialist, tailored to suit the particular needs of individuals and groups with interests in niche areas.

However, newsletters can also be used to provide web content across a broad range of topics, with links included, which appeal to the general reader.

"A steady email subscriber is generally regarded as more valuable to many advertisers than a less-predictable web page visitor," Mr Sentementes added, explaining firms' continued commitment to the channel.

Earlier this month, DoSomething chief technology officer George Weiner highlighted the importance of making email newsletters as attractive as possible at a first glance.

He particularly drew attention to the importance of snazzy summary paragraphs, which can lure the reader in to digest the rest of the document.

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