Marketing Matters

 

Strategies for Effective E-Newsletters

April 2007
 
by Tina Caputo
 
I receive a lot of electronic newsletters from wineries, but don't always take the time to read them. The ones that get dumped into my trash file, unread, are typically guilty of one or more of the following sins: too long, too sales-oriented or just plain ugly. My least favorite comes from a winery whose sole strategy is to convey its latest Parker triumph. As soon as I see the subject line, which usually reads something like, "92 points from Parker!!!", I reach for the delete key.
 

 
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