E-Mail Applied: Creating Customer Communities

Blogs
Blogs function as a sort of online journal where the owner can post points of view, ideas and other types of “quick-hit” information. Most blogs only allow the owner to post, but that owner can also open the blog to contributions by designated readers, building a sense of community.

The Wine Enthusiast has a blog where it says, “Where Our Passion for Wine & Accessories Is Shared.” The experts share knowledge and answer some of the most common wine-related questions. Visitors can post comments. It’s taken a soft-sell approach, so there's no direct merchandising in the blog.