CSP Information Group, a trade organization for convenience stores and petroleum products retailers, has learned that the more targeted email content is, the more successful it's likely to be. The association's email newsletters, which include a daily blast to convenience store owners, provide content about legislative issues, fuel prices and new products—in the form of articles, videos, polls and event calendars. Video content is proving to be very effective for CSP, said Craig Fitzgerald, editorial director at IMN, a provider of email marketing newsletters and services that works with CSP on its email program. For example, the newsletter might include a five-minute video interview recorded on a Flip camera at an industry event or conference. “That's content that you wouldn't be able to share if you send a paper newsletter,” he said.