• Web Worker Daily , Wednesday, February 6, 2008 12:30 PM

Don Nicholas is a fan of email marketing. In fact, the editor and managing director of the Mequoda Group says he has clients who can prove that between 70%-80% of every dollar they generate starts with an email newsletter. He shares some of the strategies behind that success in this article, with a particular focus on how email newsletters can help build links and drive site traffic.

The first step is to make your site and newsletter content complementary--literally aggregating and referencing new blog posts in the weekly email, so that you can attract new readers or help non-readers stay updated. Also, include hyperlinks to older articles in both the Web site and newsletter content, where applicable.

Nicholas says to keep it simple when it comes to newsletter headlines, and try to repeat the name of the company in the subject line. Sometimes just seeing a trusted company's name is enough to get users whose inboxes are packed with spam to open an email.

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