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  • Careful Copy for Email NewslettersCareful Copy for Email Newsletters

    • Date: 16/07/09

    • Category: Email Marketing

    It’s not uncommon for writers to reuse content produced for other media for their email newsletter, but you have to be careful. Here is a good example of how reusing content in email newsletters can sometimes go very wrong.

    Subject: Wimbledon final build-up
    From:
    Date: 29.06.2009 20:23

    This is a build-up interview with a Wimbledon finalist, sent out the day after the Wimbledon final had concluded. Horrifying, but this can sometimes happen when reusing blog content for an email newsletter, because some content management systems allow the user to automatically include a date and time accompanied with a post. But not only does the time and date need to be changed, but the entire content must be thoroughly checked to ensure it’s still relevant. If not, you might end up advertising an offer which has now expired, a discount coupon which is out of date, provide a link which has expired inviting people to an event that has already taken place, or mention today, tomorrow or yesterday which is actually last week from the reader’s perspective.