Email marketing is not only about unsolicited emails with advertisements that make outrageous claims. Unfortunately, the abundance of spam emails that inundates Internet users every day has caused many to formulate a negative opinion about email marketing. On the other hand; savvy Internet marketers who understand how to market effectively has enjoyed an advantage over their competitors by turning to e-newsletters to reach more potential customers. In this article, we will discuss e-newsletters and how they can be effectively utilized as part of an email marketing campaign.
An e-newsletter is very similar to regular newsletters which are printed and distributed through means of postal mail or other avenues. The most significant factor is the distance method of distribution. While traditional newsletters are typically sent 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 message which directs the recipient to the website to view 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 that is promoted on the e-newsletter, the purpose of the e-newsletter and the personal preferences of the business owner and the employee writing 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 helpful tips. The e-newsletter should also contain at least some subtle advertising for the products and services provided 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 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 an experienced writer who is knowledgeable about the subject matter. The writer may have an understanding of the object 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 to include 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 commercialization, it is worthwhile to pursue an email marketing campaign. However, caution 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 must ensure the majority of the recipients will have an interest in your products or services and are not going to shun away or automatically delete your emails because it has been deemed as spam.
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