Using email newsletters for branding

Martin Reilly and Deb Rapacz offer an intriguing article on how to make your newsletter content work better for your brand.

They suggest various ways you can adjust this content to better reflect your brand values, raise brand affinity, reinforce product benefits etc.

There is much positive advice in there, but it needs to be handled with care. There is a very, very thin line between useful, relevant content that reflects well on the brand and content that becomes too self-promotional.

If you become too enamored with brand messages, you can easily forget to include content that actually benefits the reader as well.

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