The increasing popularity of Web 2.0 sites such as MySpace and Facebook has led to many people using those as a means of communicating rather than by email. In fact, because of this development, some have speculated that in the fullness of time email in it's current format will become redundant.

In the meantime, email is still the prime communication tool both for personal use and in  a business context. Specifically, email marketing continues to be a very important weapon in the marketer's armoury.

The point that many marketer's miss is that by using email distribution as a self-centred device, by wholly focussing on what they're trying to sell, they are more likely to alienate the very people they're trying to convince to buy.

This approach needs to be turned on its head. For an email communication to be successful it must add value to the reader; It must have content that is informative and relevant.

By so doing you enhance the relationship you have with your prospects and customers, you build trust and credibility and at the appropriate time when there is a sales message to be delivered it will be well received.

For help with your email marketing campaigns please call me on 01904 608200 or use the contact form to send me a message.

Brackenhill is a leading graphic design agency based in York.