Choose your impact
The key determinant in how you format your email marketing should be the impact you want your messages to have. Want people to be impressed by your brand and expert knowledge? A “publication format” will convey professionalism. Want to establish a personal connection? A “personal format” will encourage them to read more closely.
“Publication format” mailings are best for monthly newsletters and company announcements. These mailings generally match your company branding, and the content is frequently divided into different articles. They also often include a formal header and footer, much like you would find on a company document or print newsletter. “Publication format” is best used for communications sent on behalf of the company, and for which the recipient understands that he/she is one of many people receiving the same message.
“Personal format” mailings are best for personalized, trust-building marketing. These mailings appear to be “regular emails”, and generally follow the standard “salutation, message, signature” format. They may include a footer with subscribe/unsubscribe options, but this is not an integral part of the message – you should be sure of the recipient’s willingness to receive such communications before employing this technique. “Personal format” is best used for communications sent on behalf of an individual, and one which the recipient treats as a message directly to him/her, even if he/she implicitly understand others are receiving it as well.
A simple choice, with powerful implications.