One of the most-cited reasons people go to small businesses is the companies' personal touch. Extend this idea to email marketing, and you may see some positive results.
When I get story suggestions, it doesn't matter if they're copied-and-pasted press releases or I've-read-what-you-write notes - only the most relevant items get covered. But the personalized emails are appreciated, and I'll often see if anyone else has time to cover those stories. Also, they're much less likely to get marked as spam.
So in regards to email newsletters, Tricia Robinson-Pridemore suggests, "Categorize the different article types in your newsletter. Then for recipients who've clicked on a particular type, use the dynamic content feature in your e-mail campaign management tool to deliver another article of the same type at the top of the next newsletter. This way, they'll see the topic of greatest interest to them in the inbox preview pane."
You may lose a bit of time with this approach, but losing time and gaining money is what work is all about. Email marketing continues to be one of the most cost-effective ways of advertising, anyway, so there's some room for trial and error.
Robinson-Pridemore adds, "And remember, dynamic content isn't reserved only for text. It can also be images and links."
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