For example, if we were advertising a pop-rock show, we would target the blast to go to only people who had bought pop-rock tickets over the last few years. Patrons who liked heavy metal would never open a “Backstreet Boys” e-mail, and, subsequently, brand-trust would be lost. We would target the campaigns just for the relevant audience.

I also ran a regular newsletter that would be sent out every Tuesday (one of the best days to send a campaign out to achieve higher open rates.) This included a general show listing, new show announcements, etc. I noticed that regular blasts filter out those who are not interested, and observed continually higher click-through rates for these.

Lastly, I think it’s very important to stay modest in these E-mail blasts. If even the subject reads like an advertisement then people will likely skip over it. I would make sure articles were short and to the point. If they wanted to read more, I would always include a link to provide them with more information. The less gimmicky the E-mail campaign is, the better results you get.

All-in-all, I think E-mail newsletters have incredible potential for a company. These days people are very careful about what brands they associate with, so it’s a great way to get your company noticed and keep clients coming back.