Canon hit the mark with their email newsletters

I have a Canon camera and signed up for their newsletter a while ago. Unlike most consumer products newsletters, Canon's is focused on helping you get the best results from your camera. 

Each issue includes great photos from customers using top of the range SLRs as well as budget priced compacts. You can view a photo gallery each month and vote on which photos you like best. Alternatively, you can download a high res version and even order a high quality printed sample using the Canon printer of your choice. Presumably you will be so knocked out by the print quality you will order a new printer.

It also includes a 'How Do They Do That?' section where the photographer explains how they produced such a stunning photograph. The email also includes features, news and a competition.

Unlike most emails, it grabbed my attention and compelled me to look at the content. When I am next thinking of changing my camera or printer, Canon will be on my shortlist and each month it sends me a gentle reminder of 'You Can with Canon'. 

This email works for prospects by showing what they could achieve with a Canon camera. It also works for customers by making them feel part of the Canon club and improving their brand affinity.

This is one of the emails that I look forward to receiving each month and is a good example of how email marketing can help make a smart sell.

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.