In light of the growing popularity of e-newsletter campaigns as an efficient and inexpensive marketing strategy, the e-newsletter provider Ocatio.co.uk reveals five practical tips to help you sidestep the common pitfalls and make your e-newsletter campaign a success.

An email marketing campaign is only ever as good as the database of subscribers that makes up the mailing list. Therefore every stage of the process - including planning, writing, design and delivery - should aim to engage all readers, attract new subscribers and leave no reader disappointed.

The first step to achieving this is to create a relevant and interesting e-newsletter. Subscribers are much more likely to open and read your e-newsletter if they know they will find fresh and genuinely interesting content within it; equally, they are likely to un-subscribe if they find your e-newsletter boring, irrelevant or over-powered by promotional content. Provide your readers with something they will eagerly open and read, and even forward on to their friends and colleagues, and you will be on the way to a fruitful email marketing campaign. That's not to say there won't be room for promotional content; e-newsletter provider Ocatio's professional writers are experts in integrating marketing content with material designed to capture and engage your readers.

Assuming your e-newsletters are brimming with timely, engaging and relevant content, the next important variable is their frequency. A successful e-newsletter campaign will build a relationship between the organisation and its customers, which means maintaining regular content but without bombarding your subscribers. The danger of overwhelming your customer with e-newsletters can largely be avoided by keeping content interesting and relevant, but nevertheless it is the minority of industries that can justify anything more than a weekly e-newsletter. It depends on the nature of the industry and the optimum client relationship, but most organisations favour a weekly, fortnightly or monthly e-newsletter.

The best e-newsletters are those that generate a genuine relationship and loyalty between organisation and subscriber. Furthermore, there's no reason why your campaign shouldn't achieve this level of success. To move your email marketing campaign up to this level, you must consider your market, and find your voice. E-newsletter provider Ocatio uses specialists at every stage. Its e-newsletter writers are experienced in tailoring their tone to suit a range of different markets, and its professional e-newsletter designers take the same level of care in creating the perfect graphics and layout to appeal to the client's subscribers while remaining consistent with the client's brand.

However interesting the content of your e-newsletter, common sense and the UK law both dictate that your e-newsletters should only be sent to individuals who have ‘opted in', as per the regulations set out in the Privacy and Electronic Communications Regulations 2003. A successful email newsletter adheres to the relevant regulations and is welcomed by its subscribers - so, our fourth tip is to always, always stick to the rules. Unfortunately, even legitimate email campaigns can fall foul of the necessary anti-spam filters on subscribers' email accounts and so may never arrive. To bypass this obstacle on 100% of emails of a bulk email campaign is practically impossible, but using a specialised e-newsletter provider such as Ocatio.co.uk offers a greatly improved delivery rate.

Furthermore, Ocatio's specialised delivery system includes a straightforward and practical reporting function which means that Ocatio's clients can immediately see the results of their e-newsletters. Which leads us to the fifth and final tip for a successful e-newsletter campaign - keep working on it! With the right e-newsletter delivery system, you will be able to track the results of each e-newsletter, so you can continually test and tweak the variables to create new, stronger and more profitable relationships with your subscribers.

To learn more about writing, designing and delivering a profitable e-newsletter campaign, visit www.ocatio.co.uk - the specialists in e-newsletter solutions. Whether you already manage your e-newsletter campaign and simply want someone to provide the resources that your organisation cannot - such as standalone copywriting, design and delivery solutions - or you'd like to focus your time on your own business and hand over the whole campaign to be professionally written, designed, delivered and managed, Ocatio can help.

Please direct all press queries to Hannah Kestle. Email Hannah@ocatio.co.uk or call 0845 299 7701.