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Email Marketing with
E
Newsletters |
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Email Marketing With E
Newsletters
Email marketing is not just all about
unsolicited emails with advertisements making outrageous
claims. Unfortunately the abundance of spam which inundates
Internet users each day has caused many to formulate a
negative opinion about email marketing but savvy Internet
marketers who understand how to market successful enjoy an
advantage over the competition by turning to e-newsletters to
reach more potential customers. This article will discuss
e-newsletters and how they can be used effectively as part of
an email marketing campaign.
An e-newsletter is very similar to
newsletters which are printed and distributed via mail or
other avenues. The most significant distance is the method of
distribution. While traditional newsletters are typically
mailed to the recipients or distributed in person,
e-newsletters are distributed exclusively online. These
e-newsletters may be either emailed in the body of an email
message or may be included as a link in an email which directs
the recipient to the website for the e-newsletter. In either
case the recipient can read the e-newsletter while online and
print it out or save it to their hard drive for future use.
The contents of an e-newsletter may vary
somewhat drastically depending on the business the
e-newsletter is promoting, the purpose of the e-newsletter and
even the personal preferences of the business owner and the
employees producing the e-newsletter. However, the general
format for an e-newsletter is to include useful information in
the form of full length feature articles or shorter pieces
offering useful tips. The e-newsletter should also contain at
least some subtle advertising for the products and services
offered by the producer of the e-newsletter. These pieces of
advertising should not be blatant and should allow readers of
the e-newsletter to formulate their own opinions regarding the
products or services.
The content of an e-newsletter should
make up the bulk of the document. This may include full length
feature articles which provide information for the readers. It
may also include shorter pieces which may offer tips, review
products or offer advice to the reader. The key to providing
high quality content in these e-newsletters is to have them
written by a capable writer who is knowledgeable about the
subject matter. The writer may have an understanding of the
subject matter or may simply be able to research the subject
and learn enough to write accurate and informative articles on
the topic. In either case the distributor of the e-newsletter
should carefully review the content for both quality and
accuracy before publishing the e-newsletter.
Distributors of e-newsletters should also
consider including graphical elements into their
e-newsletters. This may include product pictures or any other
relevant graphics which provide meaning to the text of the
e-newsletter. A graphic designer can assist you with this
endeavor by helping you to create graphics, crop them
appropriately and place them in a prime location on the layout
of the e-newsletter.
Finally, distributors of e-newsletters
should carefully consider their audience before using email
for marketing purposes. The primary consideration should be
whether or not the target audience is likely to be receptive
to marketing in the form of emails or an e-newsletter. If they
are likely to respond to this type of marketing it is
worthwhile to pursue an email marketing campaign. However,
care should be taken to ensure the emails sent to the target
audience are designed specifically to appeal to these
potential customers. This type of specialization should
include the type of language used in the copy, the layout of
the email or e-newsletter and the graphics used in the email
or e-newsletter. Additionally, the copy should be filed with
information which will be useful to the recipients. Another
factor to consider is to whom to send the emails. Sending
these emails to a large group of recipients who have not
requested information from you and have no interest in your
products and services is a waste of time. It is a better idea
to ask customers and potential customers if they are
interested in receiving more information and having them join
an email distribution list if they wish to receive more
information. Sending your emails to this distribution list
ensures the majority of recipients will have an interest in
your products or services and are not likely to automatically
delete your emails as spam.
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