Email newsletters for new age marketing

The possibilities of internet have revolutionized the way we approach marketing. It has introduced innovative ways to reach out to your customers and make a business impact. Email newsletters are one of the most widely adopted marketing tools. They are informative, convenient, and can be extremely targeted as against conventional methods.

The most important feature of email newsletters is their ability to get to the targeted group. If it is not targeted to the right set of recipient, there is an increased probability that your email newsletter will end up in the spam folder. Hardly anybody would like to get unsolicited marketing messages in their inbox. There is a high probability that the users will add unwanted email newsletters to their spam filters than going through the trouble of unsubscribing them for the time being. Email newsletter can also be promoted as an intra-organization marketing tool. It helps in sending pan organization or targeted group announcements or reminders.

Despite the onslaught of spam and other latest entrants in online marketing, email newsletters still work for a variety of reasons. It is possible to get the users consent by asking to choose if they like to know about your new products or services at the stage where you are obtaining their initial information. This helps in reaching out to the genuinely interested recipients. A common complaint about email newsletters is that the recipients are being bombarded by the mails too often that they lose interest in opening the mail and seeing what is inside. Time your newsletters in such a way that they arrive neither too late nor too often in the mailbox.

The presentation of the newsletter is the key to grabbing the readers attention. The subject line itself should entice the reader into opening the mail and seeing what is inside. The emphasis in the subject should be on catch phrases like discount, clearance sale, new product etc. Thanks to the increased volume of information a typical email account holder has to process, impersonal emails are usually just skimmed through and hardly get a thorough read. The newsletter should avoid flamboyant language and needs to be concise and to the point. It should be aimed at grabbing the users attention to the important piece of information. It is a good idea to distinguish the real message in a different color or as a bulleted point. The structure of the page should facilitate easy scanning.

The newsletters should always be timely and meant for immediate utility. Sending relevant information at the right interval is the key. This will prevent the user from identifying it as a spam, even if they dont find relevant information all the time they get the newsletter. The newsletter should justify the time the reader spends in opening and scanning through the text.

Even if the credentials of email marketing campaigns are established, there has to be a retrospective analysis from time to time. There are numerous sophisticated tools, processes and metrics available that can do a detailed analysis on the effectiveness of email campaigning. There will always be plenty of room for improvement; with refined campaigning, the results can sometimes improve dramatically. With abundant information and resources available online, adapting email newsletters as effective and inexpensive marketing tool make great business sense.