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Writing Guide Guide
Marketing With Email Newsletters
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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.
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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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