We’d love to have the time to read all of our web customers’ newswires, but sadly we only get the chance when we’re helping to debug or fine tune their templates. However there’s one newswire we all subscribe to – Snap’s.

Snap Galleries is a commercial retail gallery specialising in rare, iconic rock and roll photographs, produced in small limited editions by the master photographers of the genre, from the fifties to the present day.

Snap’s customers are global and range from discerning collectors and art lovers to music aficionados looking for something special to hang in their homes.  The Snap website, designed by Refractiv, is rich in images and enables site visitors to view and purchase photographs on virtual gallery walls. To support his website and gallery Guy White, the Gallery Director, writes an interesting newsletter every month – and uses the Refractiv content management system, MySiteAdmin to create and dispatch it.

As you can see from the image below, the newsletter is chock full of stunning photography to brighten up the dullest of days and the in depth knowledge Guy and his team have leaps off the page. The writing style is perfectly balanced, making it a pleasure to spend time reading the news articles.

Of course, having rock n roll as the subject matter helps, but any well written newsletter can be interesting to subscribers and well written content can drive traffic and customers to your website. Just adding some interesting images, changing the subject line or making your writing style a little less corporate could work wonders for your open rate and click through rate.