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Good quality content 'vital for newsletters'
One of the worst "sins" an email marketer can commit is sending their clients bad copywriting, an expert has asserted.
Francois Botha, managing director of digital marketing agency quickOnline, made his comments to news resource BizCommunity, noting that email marketing through newsletters can be a useful and major part of retaining customers.
However, he warned that many firms continue to commit a number of "deadly sins" which can make their marketing messages seem unprofessional and spam-like.
A good copywriter is vital to ensure the content is error-free, grammatically correct, succinct and interesting, Mr Botha continued.
"Copywriters worth their salt will ensure that copy is strong enough to stand alone and will avoid heavy use of capitals and exclamation marks, classic tactics used by spammers," a statement from quickOnline explained.
Mr Botha remarked that such unprofessional copy can "tarnish" a brand.
Recently, industry commentator Meenakshi Wali remarked in an article for PromotionWorld that well-written content can enhance a website's search engine optimisation.