With today's interest in social media it's easy to forget the importance of regularly published email newsletters for customer communications. They were in fact the first marketing tool that offered sharing (forwarding) capabilities - an early social media tool! If you already produce a regular email newsletter, it's a good time to review it and see if a refresh is in order. To help you think through the issues to consider in an enewsletter refresh, my interview this month is with Denise Cox who, through the service and advice provided by her company, Email Service Provider Newsweaver, has been helping com panies deliver email newsletters since 1996, so her specialist advice is well worth listening to!

Key features of a successful Enewsletter

Q1. What are the essential ingredients of an effective enewsletter for different consumer audiences? Please point us at some…

Site owners are naturally looking for where they can make the biggest improvements with the least effort in terms of resource and cost. I think this has led to the popularity of landing page optimisation through AB and multivariate testing.

The table shows that the use of KPIs is quite well understood today, with most marketers knowing their conversion rates from their bounce rates and AOV. Likewise, improving calls-to-action and development of landing pages has a relatively good level of focus.

But, the chart shows that most think there are many other areas they need to give more attention to. For me journey analysis is a key activity.

I think there are two issues here, first where visitors are routed to when they first come to the site and secondly, the journeys forward from the initial pages.

How effective is your traffic routeing?

While…