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E-newsletters are essentially emails which may contain content, graphics, links
and subtle forms of advertising. In general e-newsletters should be informative
in nature and useful to the recipient but should also serve some type of
marketing purpose as well.
The first item to consider when attempting using an e-newsletter as a marketing
strategy is the distribution list for the e-newsletter.
This is very important because you want to ensure you are distributing your
e-newsletter to recipients who will be interested in your products and services
and will likely view the e-newsletter as worthwhile instead of viewing it as
spam.
Using deceptive tactics to harvest email addresses and sending out your
e-newsletters blindly to a large audience is not a good marketing strategy. This
strategy is not worthwhile for a couple of reasons. Most importantly this type
of strategy does not help you to reach your target audience.
You may reach some members of your target audience by accident but are not
likely to reach a large population of this intended audience.
Additionally, sending your e-newsletter unsolicited to a large audience with no
interest in your products and services will likely result in your e-newsletter
being viewed as spam.
This can have more serious consequences than simply being a wasted effort.
Specifically, recipients of your e-newsletter may block your email address or
even report you to their Internet service provider as a spammer. This can have
damaging consequences such as loss of business or even harsher penalties.
A better way to establish a distribution list for your e-newsletter is to set up
a forum for interested potential customers to register to receive additional
information from you.
This could include registering with your website online and requesting to be
added to your email distribution list or providing an email address and
requesting additional information in some other manner.
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Sending your e-newsletter to recipients who have specifically requested more
information is a good idea because these Internet users are already interested
in your products and are likely to appreciate the e-newsletter instead of
viewing it as spam.
The content of your e-newsletter should be considered next. This may include the
actual copy contained within the e-newsletter as well as graphics, links and
advertisements.
Keeping direct advertising to a minimum is ideal but it is acceptable to use
soft advertising techniques to promote your products or services. The copy in
your e-newsletter should insightful information which will be useful to your
readers.
You may wish to include objective articles, product reviews or shorter articles
containing useful tips. Links to your own website or to other websites which
might be of use to your target audience can also be included. These links may
come in the form of direct advertisements or the links may be embedded in the
copy of the e-newsletter when appropriate.
If you plan to utilize an e-newsletter to promote your products or services, you
should consider hiring an experienced writer to create the content for your
website.
This will help to ensure you are providing your readers with top quality content.
Likewise if you intend to include graphics you should have a graphic designer
assist you to ensure your e-newsletter looks professionally put together.
As more and more consumers turn to the Internet for these reasons, it is
important for businesses to establish an online presence. This is so important
because failure to do so may result in their competitors gaining an edge over
them in competing for sales.
While it is important for business to begin Internet marketing campaigns it is
also important for these same businesses to realize basic advertising principles
still exist and they cannot neglect these principles. Most importantly those who
advertise online have to be aware of who their target audience is and how to
reach this audience.
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