Social media and the role of newsletter marketing

A recent report from Social Media Examiner found 90 percent of marketing professionals believe social media is an important aspect of their businesses. While most businesses are engaged in Facebook, Twitter or LinkedIn, fewer grasp what works and what doesn't.

Most experts agree that social media and other web-based channels are driven by content - consumers want to be engaged and receive informative and relevant materials from the organizations they allow into their inboxes and Twitter feeds.

For that matter, newsletters - both print and digital - have remained popular marketing devices, as they serve to provide consumers with a trove of reading material, data and content that can be used to either kill some time or pique their interest in the company.

"Although your newsletter should promote your business, its primary function is not to sell; it's to build relationships with prospects and customers. Making a connection is key," writes Michele Pepe-Warren for InformationWeek. "Discuss topics that are relevant and interesting to your readers. If they know they're getting useful information, they'll continue to subscribe."

Design is also important. Newsletters should be clean with a simple layout. One may actually be surprised to note how much poor design - consciously or not - can deter readers from any publication.


By PAULINE CROSS