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Content: what is an enewsletter?

What is an enewsletter?

Enewsletters, or Email Newsletters, are a form of regular email communication sent to keep current and future customers informed and engaged. They are usually distributed weekly, monthly or even quarterly and are used to share the latest news, tips and updates on a company or product.

They come in different forms and are available electronically as text-based or HTML pages, and can include complete articles or simple links to full-length articles or other content.

Main benefit: building a large email database

It is important to remember that when you create connections or followers on social media, those names belong to the social media channel, not you. However, when you develop your own database of email address (from prospects who have opted-in*), you own that database. That’s why it is so important to optimise your e-newsletter landing page.

Top ten tips for optimising E-Newsletters

1. Don’t spam your audience. It is important to get permission and offer an unsubscribe link at the bottom of every newsletter. This may seem counter-intuitive, but helps to establish trust.

2. E-Newsletters are a fantastic way to promote or summarise other pieces of content, like webinars, events, blog posts, articles, white papers and e-books.

3. On your enewsletter landing page, spell out why people should sign up to it. What benefits will they receive? Why would they be interested in hearing your latest news and updates when there are thousands of other brands competing for their attention?

4. Tell them exactly what they can expect to receive, and include pictures and sample pages, but don’t take them away from the landing page; the aim is to keep them there and get them to sign up.

5. Keep the form as short and simple as possible. The general rule with internet marketing is to remove all barriers that prevent prospects from taking the next step. That includes long-winded forms. You shouldn’t need more than five fields, if that.

6. Show a clear link to your privacy policy. Most people won’t read this, but its presence will help to build trust.

7. Tell customers clearly what you will and won’t do with the information they will be providing you with.

8. Use simple language, including phrases like “sign up” or “subscribe”. Anything more formal or ambiguous will put people off.

9. Remove unnecessary distractions and calls-to-action that will prevent them from subscribing.

10. Keep things simple. Demonstrate what value your audience will get from signing up, with testimonials and awards, but don’t add unnecessary noise.

*Organisations always require permission to send enewsletters to their audiences.

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