Many bloggers and other social media professionals have what I like to call the “shiny object syndrome” — every day a new app or tool emerges on the market and distracts us from the basics. I’m as guilty of this as anyone. Whether it’s a new microblogging platform or a geolocation check-in app, there remains one tried and true method of communication — email. Nathalie Lussier, who runs her own marketing and design firm, agrees that email remains the fundamental tool to communicate, especially in business-to-consumer relations. I had the chance to talk with Nathalie about her marketing solutions and her upcoming session at BlogWorld in New York.

Nathalie has been blogging for over 10 years, and in 2009 began blogging about raw food. At the time, she had a vision for turning that blog into more of a business and began collecting email addresses for an email newsletter. In turn, she landed clients and quickly saw the shift from blogging to business. Now, she teaches others how to leverage online marketing to do the same. She notes that the biggest key is to go where people already are — and this is email. She advises to forget about RSS and Facebook fans. Not everyone knows how to use RSS, Nathalie said, and she pointed to a recent study by Microsoft that people are checking their email even more than last year — despite the increase in social media use. Nathalie explains that often people decide to sign up with a firm because of their email newsletters and the relationship it helps develop between the customer and client.

Nathalie advises that if a business is looking to start utilizing email marketing to follow two big rules.

DO explain what you’re going to get when you sign up. For an example, Nathalie says on her site:

“You’ll instantly get access to 4 videos to help you get techy with your business:
What are meta tags, anyway?
The right & WRONG WordPress setup
The email management system for you
How to use Google keyword search tool”

Also, Nathalie advises “DON’T forget to tell people about the newsletter. Make sure they are a part of your call to actions.” Additionally, she suggests that all email newsletters should be published on a strict publication schedule. It can be biweekly, weekly, or monthly, but it should be at the same time and same day of week. Also, consider a welcome email to all subscribers to provide a basic introductory message to that everyone can be on the same page for next email. You can also consider reusing blog content for newsletters, but whatever you do, Nathalie advises – “keep it short, and keep it simple.”

If you’re headed to BlogWorld New York, hear more about email marketing at Nathalie’s session “Why This 50-Year-Old Technology is the Hidden Profit Center of Your Blog” on Wednesday, May 25 at 2:30 p.m. And if you haven’t signed up for BlogWorld yet, be sure to use coupon code GNOME20 to save on registration. You can also read more about Nathalie or follow her on Twitter at @NathLussier.