Email Newsletters - Why Bother?

In email marketing, where immediate sales are the name of the game, email newsletters aren’t a popular option because there isn’t a game at all, or at least, not an obvious one. Email newsletters have long been used to provide content which the subscriber will hopefully find useful or interesting, and are self-sustained by offering advertisements or links to retail-oriented websites. When used correctly, email newsletters can provide the foundations for long and successful email marketing campaigns.

Here are some things to remember when creating your email newsletters.

Make the customer feel special…

Email newsletters build and sustain relationships with prospective and existing customers. Unlike promotional emails, email newsletters should be used to offer news, useful advice and tips. When creating email newsletters, you should always be asking yourself the question - how does this make the customer feel special? But whilst discounts and coupons are great for enticing opt-ins and building your list, they shouldn’t be used as a substitute for bad email newsletters.

Put your heads together…

The recipient’s ideal email is one which is less frequent but more useful. By sending monthly or bi-monthly email newsletters, you don’t need to continue sending regular emails from individual departments within your company, and your email newsletters should become more valuable and efficient as a result. If you put the heads of your company together, you can achieve goals and put the needs of your subscribers’ at the forefront of your email marketing campaigns.

Be conscious of content…

Because of their more frequent delivery, promotional emails are rarely read fully. Email newsletters, however, are likely to take up more of a subscriber’s time because they arrive less frequently. Therefore, you should aim to make your email newslettersmore visually appealing and content-oriented than an ordinary promotional email. However, always remember that email users have learnt to guard themselves against spam, and the most they are going to dedicate to reading an email is ten minutes at the most.

By: Ryan Owen Gibson

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Ryan Owen Gibson is a copywriter for Design Logix, a full-service web agency providing dedicated web hosting, web design and email marketing solutions. www.design-logix.co.uk